The Influence of Product Quality and Price on the Purchase Decision of Car Spare Parts in Retail Stores

Yusril Firmansyah; Irsandi; Trenggono Sakti; Suci Asfarani

doi:10.47134/jbhi.v2i3.620

Authors

Yusril Firmansyah University of Bandar Lampung
Irsandi University of Bandar Lampung
Trenggono Puji Sakti University of Bandar Lampung
Suci Asfarani University of Bandar Lampung

DOI:

https://doi.org/10.47134/jbhi.v2i3.620

Keywords:

Automotive Industry, Consumer Behavior, Product Quality, Price, Purchasing Decision

Abstract

This study aims to examine the influence of product quality and price on purchasing decisions at Obama Motor, an automotive parts retailer in Pringsewu. The research problem focuses on how product quality and price affect consumer purchasing decisions. A quantitative approach was used with a sample of 44 respondents selected randomly. Data were collected through surveys, and multiple regression analysis was applied. The results showed that both product quality (β = 0.344) and price (β = 0.435) significantly affect purchasing decisions. The conclusion of this study is that maintaining high product quality and competitive pricing is essential to improve customer satisfaction and loyalty in the automotive market.

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