Purchasing Decisions in Review of Price and Product Quality at AR Bakery

This study uses a quantitative method that aims to determine: The effect of price on purchasing decisions at AR Bakery, The effect of product quality on purchasing decisions at AR Bakery, The effect of price and product quality on purchasing decisions at AR Bakery. The sampling technique in this study used the slovin technique with a sample size of 52 respondents. The criteria for respondents in this study are consumers who buy AR Bakery products at least 2 pcs. The data analysis technique used to test the hypothesis of this study is to use multiple linear regression techniques. The results of this study indicate that: (1) Price has a partial effect on purchasing decisions at AR Bakery House, (2) Product quality has a partial effect on purchasing decisions at AR Bakery House, (3) Price and product quality simultaneously affect purchasing decisions at AR Bakery House.