Work

Pengaruh Harga dan Kualitas Produk terhadap Minat Beli dan Keputusan Pembelian Brand Erigo pada Masyarakat Kota Depok

Year: 2025

Type: article

Abstract: The purpose of this study was to determine the effect of price and product quality on purchasing interest, and to determine the effect of price and product quality on purchasing decisions. This descriptive quantitative study used a purposive sampling technique, with a sample of 200 respondents using Erigo products in Depok City. The SmartPLS tool was used to analyze the data. The results showed that there was a positive and significant effect of price and product quality on purchasing interest, and there was a positive and significant effect of price and product quality on purchasing decisions. Overall, the results of this study prove that price and product quality have an effect on purchasing interest and purchasing decisions of the Erigo brand in the Depok City community.

Source: Jurnal Samudra Ekonomi dan Bisnis

DOI: 10.33059/jseb.v16i2.10926

Authors: Wulan Sundari, Nor Lailla

Institution: Universitas Muhammadiyah Jakarta

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4412648106

FWCI:

Cites: 42

Cited by:

Related to: 10