KUALITAS PRODUK DAN KEPUTUSAN PEMBELIAN: PERAN BIAYA PEMASARAN SEBAGAI PEMODERASI

Abstract

The aim of this study is to test and analyze the effect of product quality on purchase decision which is moderated by marketing costs. The sample for this study uses food and staple retailing listed on the Indonesia Stock Exchange for the 2019-2022 period, while the analysis year used to test the hypothesis is the 2020-2022 period. This study uses a panel data regression approach with the help of eviews version 13. The results of this study find that product quality has a positive and significant effect on purchase decision, while marketing costs can not strengthen the effect of product quality on purchase decision. This study contributes to future studies because it fills the void of previous studies which have not used secondary data approaches to measure product quality and purchase decisions