Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Beras Serang Di Desa Japanan Jombang

Authors

  • Ragil Andri Setiawan Universitas kh. A. Wahab Hasbullah
  • Septi Ambar Indraningtia Sukma Universitas KH. A. Wahab Hasbullah
  • Siti Nur Qomariyah Universitas KH. A. Wahab Hasbullah

Keywords:

Price, Product Quality, Purchasing Decision, Serang Rice

Abstract

This study aimed to analyze the partial and simultaneous effects of price and product quality on the purchasing decisions of Serang rice variety in Japanan Village, Gudo District, Jombang Regency. The study employed a quantitative approach using a descriptive analytical method. A total of 120 respondents were selected through purposive sampling. Data were collected using a structured questionnaire based on a Likert scale and analyzed using multiple linear regression after passing the instrument validity, reliability, and classical assumption tests. The findings indicate that both price and product quality have positive effects on purchasing decisions, both individually and simultaneously. Product quality was identified as the most influential factor affecting consumers' purchasing decisions. Furthermore, the combination of price and product quality was able to explain most of the variation in purchasing decisions, while the remaining variation was influenced by other factors beyond the scope of this study.

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Published

2026-06-27

How to Cite

Ragil Andri Setiawan, Sukma, S. A. I., & Qomariyah, S. N. (2026). Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Beras Serang Di Desa Japanan Jombang. Jurnal Ekonomi Dan Sosial Agribisnis, 1(1), 15–27. Retrieved from https://ojs.unwaha.ac.id/index.php/jesagri/article/view/1848

Issue

Vol. 1 No. 1 (2026): Juni

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Articles

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