KUALITAS PRODUK MENENTUKAN KEPUTUSAN PEMBELIAN TAGAR STUDI KASUS PADA KONSUMEN TAGAR BANDUNG CABANG PASIRKALIKI

Abstract

Tofu is a food made from soybeans and is closely related to Indonesian food. Businesses in the tofu sector, of course, need high innovation and the right promotion so that consumers can be interested in buying tofu. The purpose of this research is to determine whether product quality determines purchasing decisions. The method used in this research is descriptive verification with a quantitative approach through a survey. Based on the Slovin formula, the number of respondents studied was 98 people. The data analysis used multiple linear regression after the questionnaire result data was made in the form of MSI and the classical assumption test was fulfilled. The hypothesis of this study is that product quality and promotion have a positive effect partially or simultaneously to the purchase decision. The results of regression testing show that there is a positive effect either simultaneously or partially of Product Quality and Promotion on Purchasing Decisions.