PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOPI BUBUK INSTAN NESCAFE DI KOTA MALANG

The aim of this research is to determine and analyze the influence of product quality on purchasing decisions, the influence of price on purchasing decisions, and the influence of product quality and price on purchasing decisions for Nescafé Instant Ground Coffee products in Malang City. The sample size was set at 100 employees, because this type of research is descriptive research with an accidental sampling technique, namely taking respondents as samples based on chance, with the target population of buyers of Nescafé instant ground coffee products in the city of Malang. The data analysis technique uses multiple regression. Based on the research results, for Nescafé Instant Ground Coffee products in Malang City, product quality influences product purchasing decisions, price influences purchasing decisions, and product quality and price influence purchasing decisions. This means that if there is a change in price and product quality, your decision to buy Nescafe instant ground coffee products in Malang City will change.