Pengaruh Keanekaragaman Produk Dan Harga Terhadap Keputusan Pembelian Dengan Kualitas Produk Sebagai Variabel Moderasi Pada Pujasera Di Desa Bandar Agung Lampung Tengah

Abstract

This research aims to determine whether there is an influence of product diversity and price on purchasing decisions in a diverse snack center. It also aims to examine the moderating effect of product quality on the relationship between consumers' purchasing decisions in the diverse snack center. This research adopts a quantitative approach, with a sample size of 60 respondents. Data collection is conducted through questionnaires, and data analysis includes Validity Test, Reliability Test, Normality Test, Linearity Test, Homogeneity Test, Multiple Regression Analysis (MRA), t-test, R-squared test, and Hypothesis Testing. The data is processed using SPSS version 25. The research findings are as follows: 1. Product diversity has a positive influence on purchasing decisions. 2. Price has a negative influence on purchasing decisions. 3. Product diversity, moderated by product quality, has an acceptable value and a positive influence on purchasing decisions. 4. Price, moderated by product quality, has an acceptable value and a positive influence on purchasing decisions.