The Influence of Products Quality and Price on The Purchasing Decisions Process of Myrubylicious Bandung Fashion Products

Abstract

The purpose of this study was to determine The Influence of Product Quality and Price on the Purchasing
Decision Process of Myrubylicious Bandung Fashion Products. This type of research is quantitative research. The
research method used is descriptive and verification. The sampling method used by the author in this study is the Non-
Probability Sampling method. The sample used was 100 respondents. Data processing is done by multiple linear
regression analysis, hypothesis testing and coefficient of determination. Based on the results of the study, it was found
that the product quality variable (X1) and price variable (X2) simultaneously had a significant effect on the purchasing
decision process at Myrubylicious Bandung. The results based on the partial hypothesis test show that Product Quality
(X1) has a significant effect on the Purchasing Decision Process and the Price variable (X2) has a significant effect
on the Purchase Decision Process. Based on the results of the study simultaneously showed that product quality and
price had a significant effect on the purchasing decision process, namely 40.80% and the remaining 59.20% were
influenced by other factors outside of this study.