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The Influence of Product Quality and Price on the Purchase Decision of Car Spare Parts in Retail Stores

Year: 2025

Type: article

Abstract: This study aims to examine the influence of product quality and price on purchasing decisions at Obama Motor, an automotive parts retailer in Pringsewu. The research problem focuses on how product quality and price affect consumer purchasing decisions. A quantitative approach was used with a sample of 44 respondents selected randomly. Data were collected through surveys, and multiple regression analysis was applied. The results showed that both product quality (β = 0.344) and price (β = 0.435) significantly affect purchasing decisions. The conclusion of this study is that maintaining high product quality and competitive pricing is essential to improve customer satisfaction and loyalty in the automotive market.

Source: Journal of Business and Halal Industry

DOI: 10.47134/jbhi.v2i3.620

Authors: Yusril Firmansyah, Irsandi, Trenggono Sakti, Suci Asfarani

Institutions: Lampung University, Universitas Bandar Lampung

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4407122438

FWCI:

Cites: 15

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Related to: 10