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THE INFLUENCE OF PRICE AND PRODUCT QUALITY ON

CONSUMER DECISIONS TO PURCHASE JAMBLANG RICE

Achmad Faqih, Siti Aisyah, Afif Agung Nugroho, Muhammad Adi Pratama,

Reni Rismayanti, Abinaya Rafi Maulana

Faculty of Agriculture Swadaya Gunung University, Indonesia

Email: achmad[email protected], siti.aisyah[email protected]

Abstract

This study aims to find out: (1) The effect of price on consumer decisions to purchase

jamblang rice, (2) The influence of product quality on consumer decisions to purchase

jamblang rice (3) The influence between price and product quality on consumer decisions to

purchase jamblang rice, using questionnaires as a tool to find out information from

respondents with a total of 100 respondents. The research was conducted in May – July 2022.

The data used are primary data and secondary data. The analysis methods used are classical

assumption test analysis, multiple linear regression, f test analysis, t test analysis, and

determination test analysis. The results showed that: (1) price variables affect consumer

decisions to purchase jamblang rice around the Pasalaran Market of Weru Lor Village by

obtaining a calculated value of 7,616 > table 1,984 using a significant limit of α = 0.05%, (2)

product quality affects consumer decisions to purchase jamblang rice obtained a calculated

value of 3,521 > table 1,984 using a significant limit of α = 0.05 %. (3) Price and product

quality variables affect consumer decisions to purchase jamblang rice with the results of the

analysis shown multiple regression equations as follows: Y = -6.648 + 0.769 X1 + 0.362 X2.

This proves that the price variable has a greater influence on purchasing decisions compared

to the product quality variable.

Keywords

: price; product quality; purchasing decision

INTRODUCTION

Indonesia is an agricultural country that is rich in natural resources and has extensive

land availability to support agricultural activities. The agricultural sector is an important

sector in an effort to meet the food needs of the Indonesian population. The existence of

agricultural development means that it has made a large contribution to national development,

both directly and indirectly. In addition, agricultural development will support efforts in

meeting food needs supported by the role of the food processing industry so that it will be

able to provide food needs both in the form of food and beverages (H. S. Lestari, 2020).

Indonesia as an agricultural country rich in natural resources has agricultural and

plantation potential, one of the agricultural products in Indonesia is rice or rice products. Rice

is one of the most important staple food products in the world. This statement is especially

true in Asia, where rice is the staple food for the majority of the population. The Asian

continent is also home to farmers who produce about 90% of the total rice production. Rice

is part of the grain of rice that has been separated from the husk. Rice is used mainly processed

to become rice, rice is also used as an ingredient in making various kinds of foods and cakes,

one of which rice can be made into jamblang rice.

MSMEs in the Indonesian economy are the largest number of business groups and have

proven to be resistant to various kinds of economic crisis shocks. The criteria for businesses

Injuruty: Interdiciplinary Journal and Humanity

Volume 2, Number 8, August 2023

e-ISSN: 2963-4113 and p-ISSN: 2963-3397

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included in Micro, Small and Medium Enterprises have been regulated under the umbrella of

law. Based on Law Number 20 of 2008 concerning Micro, Small and Medium Enterprises

(MSMEs) there are several criteria used to define the definition and criteria of Micro, Small

and Medium Enterprises. MSMEs in Indonesia are the backbone of the Indonesian economy,

this can be proven by the number of MSMEs in Indonesia in 2012 which reached 56.5 million

business units. This number is 99.99% of the total business units in Indonesia as a whole.

MSMEs also contribute as employment providers and absorb 107.7 million workers or

97.16% of the total business units in Indonesia. Likewise, the role of MSMEs in the creation

of National Gross Domestic Product (GDP) according to prevailing prices amounted to

4,869.6 trillion rupiah in 2012. So that the existence and role of MSMEs in the national

economic system is no doubt (PPID Depkop, 2015).

In order to distinguish the unique characteristics of each food business, it takes a

marketing that is specific to a particular segment to be able to distinguish the unique

characteristics of their restaurant and appeal to target customers from other segments.

According to the American Marketing Association, marketing management is the process of

planning and executing thinking, pricing, promoting, and channeling ideas, goods, and

services to create exchanges that satisfy individual and organizational goals (Kotler and

Keller, Kevin Lane, 2017). Pasalaran Market was established in 1980, located on Jalan Raya

Otto Iskandar Dinata, Weru Lor Village, Weru District, Cirebon Regency has an area of 9,290

m2, the land used for kiosks reaches 2,862 m2, los land 2,376 m2, and supporting land 149

m2. This market has 363 stalls, 648 stalls and 229 slabs with 1299 traders, 3 MCKs, 1 market

office, 1 cooperative, 1 prayer room, 2 parking areas, 1 polling station and 1 BRI KCP

Terrace, Plered (Weru Lor Village Government, 2019).

Many jamblang rice sellers are scattered in various places in Cirebon, but the number

of jamblang rice sellers in Cirebon does not make their merchandise deserted. This indicates

that jamblang rice is in great demand by the public because it is made tailored to the tastes of

the people of Cirebon and at a relatively more affordable price. Generally, jamblang rice

traders in Cirebon only make jamblang rice as a consumer trade item whose purpose is only

to meet daily family needs and does not pay attention to how much nominal profit is

generated.

The existence of micro-enterprises is increasingly popular, especially among observers

and policy makers. This is one indication of the recognition of various parties regarding the

importance of the role of business groups on which most grassroots people live (grassroots /

lower layer). Given the importance of the role of the micro business sector, especially in

absorbing employment, it is only natural that this business sector gets attention to be further

developed so that it can really become a buffer for the national economy or at least the local

economy. The development of micro enterprises is believed to be able to lift people from the

valley of poverty (Arifin, 2020).

Culinary entrepreneurs face competitive competition, especially competition from

similar businesses. Companies are required to pay close attention to consumer behavior and

factors that influence purchasing decisions. This is in accordance with the marketing concept

which states that the success of a company is determined by the company's efforts in meeting

consumer needs and desires, so that it can provide the desired satisfaction better than

competitors (A. Lestari & Aslami, 2022).

The consumer's effort in meeting their needs and desires is to make a purchase.

Consumer characteristics will affect consumer behavior in making purchases, so that it also

affects what products or services to buy. Before making a purchase, the consumer will decide

on the purchase. Purchasing decision is a stage where consumers consider several factors and

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reasons that strengthen consumers to decide to buy a particular product or service (A. Lestari

& Aslami, 2022). Every consumer's decision process is different and varied. This is because

the purchase decision made is influenced by many factors. The influences underlying

consumer behavior according to are classified into three, namely: (1) environmental

influences, (2) individual differences, and (3) psychological processes (Hurriyati & Arisandy,

2019).

Consumer behavior can be defined as the activities of individuals who are directly

involved in obtaining and using goods or services including the decision-making process in

the preparation and determination of these activities. There are two important elements of that

consumer behavior. Decision-making processes and physical activities, all of which involve

individuals in assessing, obtaining or using goods or services economically. Consumer

behavior is the actions carried out by individuals, communities, groups, or organizations that

are related to the decision-making process and obtain, using goods or services that can be

influenced by the environment (Mangkunegara, 2012).

Purchasing decision making is influenced by external and internal factors. External

factors are information inputs for consumers derived from marketing efforts carried out by

the company such as products, prices, services, locations, promotions, then information inputs

originating from socio-cultural environments which include families, informal information

sources, other noncommercial information sources, social class, and culture. Internal factors

are factors that arise from within consumers including motivation, perception, learning,

personality, attitudes and beliefs (Leon G. Schiffman, 2017).

Based on the results of interviews when observing several consumers who buy jamblang

rice around Pasar Pasalaran. In making a purchase decision, we do not know what factors

influence consumer decisions in purchasing jamblang rice. There are many factors that

influence consumer decisions in making purchase decisions, but on this occasion this study

focuses more on price and product quality factors as variables that influence consumers in

making purchase decisions. Likewise, previous research stated that aspects of price and

product quality are the factors that have the greatest influence compared to other aspects.

Jamblang rice sellers around Pasalaran Market have several shortcomings including, limited

operational time, lack of seats, the absence of jamblang rice banners or identities that can be

the hallmark of jambalng rice stalls and still do not have a permanent place to sell. Therefore,

this study will explore whether price and product quality affect consumer decisions to

purchase jamblang rice around Pasalaran Market, Weru Lor Village, Weru District, Cirebon

Regency.

METHOD RESEARCH

The design in this study used descriptive quantitative research methods (Sugiyono,

2017). Descriptive research method is a method in examining the status of a group of

humans, an object, a condition, a system of thought or a class of events in the present (Amelia

& Ramadan, 2021). The research was conducted around Pasalaran Market Weru Lor Village,

Weru District, Cirebon Regency. The selection of research sites is carried out deliberately

(purposive). Based on consideration, there are many buyers selling jamblang rice around

Pasalaran Market, Weru Lor Village. The research was conducted in May – July 2022. The

object of the researcher is jamblang rice consumers who come to jamblang rice stalls around

Pasalaran Market. The data collection technique in this study uses survey techniques.

The research data consists of primary and secondary data. Primary data is a source of

data carried out in the field, in other words primary data is data that comes from the original

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or first source, not available in the form of companies or in the form of files, data must be

sought through sources or respondents while secondary data is data that is already available

so that researchers just need to find and collect the data (Sarwono, 2016). The data collection

technique uses interviews, questionnaires and literature studies. Arikunto, (2013) said that

"if the subjects are less than one hundred, it is better to take all of them so that the research

is a population. But, if the subject is large, it can be taken between 10-15% or 15-25% or

more". This opinion is in accordance with (sugiyono, 2019), "the feasible sample size is

between 30 to 500". Thus, researchers decided that the sample in this study amounted to 100

people. The data was analyzed using the Coefficient of Determination to determine how

much the relationship between several variables influenced the decision of consumers to

purchase jamblang rice around the Pasalaran Market of Weru Lor Village, Weru District,

Cirebon Regency (Ghozali, 2016).

RESULT AND DISCUSSION

To find out the number, frequency, and percentage of each answer to the statement item

in the price variable, which includes the indicators in the price, can be seen in table 1 below:

Table 1 Respondents' Statements on Price Variables

Indicator

STS

Total

Affordability

100

Price Compliance with Product Quality

100

Price Competitiveness

100

(Source: Processed 2022 primary data).

The affordability indicator gets the highest percentage value of 74% with the answer

"agree". Respondents stated that jamblang rice is in great demand because of its affordable

price. As for consumers who answered 'hesitant' with a percentage of 22% of respondents

reasoned that there might be other jamblang rice sellers who are slightly more affordable.

Price affordability is defined as an aspect of pricing carried out by producers/sellers in

accordance with consumer purchasing ability (Stanton, 2012). The indicator of the suitability

of prices with the quality of the product gets a value with a percentage of 66% with the answer

"agree". Respondents stated that the quality of jamblang rice was in accordance with its

affordable price. As for consumers who answered 'doubtful doubts' with a percentage of 23%

of respondents reasoned to feel doubtful. The Price Competitiveness indicator gets a value

with a percentage of 71% with the answer "agree".

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The results of the survey of price variables show indicators of price affordability, price

suitability with product quality, and price competitiveness. Based on the results of

questionnaires from 100 respondents in this study.

Table 2. Total Real Value of Price and Sum of Expected Value

Indicator

Skor

Aktual

Skor

Ideal

Persentase%

Category

(Real)

(Hope)

Taste

428

500

85,60

Fery Good

405

500

81,00

Good

412

500

82,40

Good

395

500

79,00

Good

Food Durability

412

500

82,40

Good

400

500

80,00

Good

407

500

81,40

Good

392

500

78,40

Good

Aroma

402

500

80,40

Good

396

500

79,20

Good

391

500

78,20

Good

402

500

80,40

Good

Total amount

4842

6000

80,70

Good

(Source: 2022 primary data that has been processed).

The Taste indicator got a real score of 428 with a percentage of 85.60%. From the table

above, it can be concluded that the taste indicator gets the highest value with a percentage of

85.60%. This shows that most respondents expressed "strongly agree" that the taste of

jamblang rice has its own appeal. Taste is produced by the sense of taste from the tongue

which can only recognize four basic tastes, namely salty, sweet, sour, and bitter (Setiawan,

2013). The food endurance indicator got a real score of 412 with a percentage of 82.40%.

From the table above, it can be concluded that the food endurance indicator gets the second

highest value with a percentage of 82.40%. This shows that most respondents expressed

"agree" that jamblang rice has an expiration period that spoils relatively quickly.

The Aroma indicator gets a real score of 402 with a percentage of 80.40. This shows

that jamblang rice has a distinctive aroma. From the table above, it can be concluded that the

aroma indicator gets the third highest value with a percentage of 80.40%, this shows that most

respondents expressed "agree" that jamblang rice has a distinctive aroma.

Based on the table above, it can be explained that the highest real value is found in the

taste indicator with a score of 428 with a percentage of 85.60% categorized as "very good".

In this indicator regarding respondents who think that jamblang rice around Pasalaran Market

Weru Lor Village can eliminate hunger. The overall value of the indicators, namely the

expected score of 6000 and the real score of 4852 with a percentage of 80.70, is categorized

as "good".

The survey results of the Purchase Decision variable show indicators of Environmental

Influence, Individual Influence, and Psychological Influence. Based on the results of

questionnaires from 100 respondents in this study, results were obtained as in table 4 below :

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Table 4. Total Real Value of Purchase Decision and Sum of Expected Value

Indicator

Skor Actual

Skor Ideal

Persentase

Skor Actual

(Real)

(Hope)

Environmental Influences

429

500

85,80

Fery good

401

500

80,20

Good

410

500

82,00

Good

404

500

80,80

Good

Individual Influence

414

500

82,80

Good

397

500

79,40

Good

389

500

77,80

Good

410

500

82,00

Good

Psychological influence

404

500

80,80

Good

389

500

77,80

Good

405

500

81,10

Good

403

500

80,60

Good

Total Amount

4855

6000

80,91

Good

(Source: Processed 2022 primary data).

Based on the table above, it can be explained that the highest real value is found in the

environmental influence indicator with a score of 428 with a percentage of 85.80%

categorized as "very good". In this indicator regarding respondents who think that in making

purchases it is very possible to buy jamblang rice around Pasalaran Market, Weru Lor Village

because of its close place. The overall value of the indicators, namely an expected score of

6000 and a real score of 4842 with a percentage of 80.70, is categorized as "good."”.

Multiple Linear Regression Analysis

Multiple regression analysis is performed to determine the extent to which the

independent variable affects the dependent variable. In multiple linear regression analysis

there is one dependent variable and more than one independent variable. In this study, the

dependent variable is the consumer's purchase decision on jamblang rice products, while the

independent variable is the price and quality of the product. In calculating multiple linear

regression analysis here using SPSS 23.00 for windows , this analysis can be seen in Table 5.

Table 5. Multiple Linear Regression Analysis Results

Coefficients

Model

Unstandardized Coefficients

Standardized Coefficients

Sig.

Std. Error

Beta

(Constant)

-6.648

3.347

-1.986

.050

Price

.769

.101

.620

7.616

.000

Product Quality

.362

.103

.287

3.521

.001

a. Dependent Variable: Purchasing Decision

(Source : output SPSS version 23 for windows).

From the table above, it can be concluded that the independent variables namely price

and product quality have a significant effect on purchasing decisions. The constant is -6.648,

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which means that if it is assumed that the price variable (X1) and the product quality variable

(X2) are zero, then the value of the purchase decision variable (Y) is -6.648.

The regression coefficient of the price variable (X1) is 0.769 and the product quality

variable (X2) is 0.362. This means that the price variable (X1), the product quality variable

(X2) increases, then the purchase decision variable (Y) will increase as well. So it can be

concluded that in the independent variables, namely price (X1) and product quality (X2), there

is an influence on the dependent variable, namely purchasing decisions (Y). According to

Santoso (2010), this method is carried out to achieve the first goal, namely to analyze the

effect of price, and the influence of product quality on purchasing decisions is to use multiple

regression analysis (Multiple rerelsional analysis).

The Price variable (X1) has a value of Sig = 0.000, that means 0.000 < 0.05. So the

purchase decision variable (Y) is influenced by the price variable (X1). Judging from the

Unstandardized Coefficients at X1 with a value of B = 0.769 and a regression coefficient

marked positive, it means that if the price value (X1) increases by 1%, then the purchase

decision (Y) will increase by 0.769 assuming that the variable X1 is fixed. So it can be

concluded that the price variable (X1) has a significant effect on purchasing decisions (Y).

Multiple regression analysis is performed to determine the extent to which the independent

variable affects the dependent variable. In multiple regression there is one dependent variable

and more than one independent variable (Sugiyono, 2016).

The Product Quality variable (X2) has a value of Sig = 0.001, that means 0.001 < 0.05.

So the purchase decision variable (Y) is influenced by the product quality variable (X2).

Judging from the Unstandardized Coefficients at X2 with a value of B = 0.362 and a

regression coefficient marked positive, meaning that if the product quality value (X2)

increases by 1%, then the purchase decision (Y) will increase by 0.362 assuming that the

variable X2 is fixed. Multiple regression analysis was conducted to determine the extent to

which the independent variable affects the dependent variable (Sugiyono, 2017). In multiple

regression there is one dependent variable and more than one independent variable.

Based on the results of research that has been carried out that, price indicators have a

positive and significant value to purchasing decisions, it is because there are several indicators

in the price. Such as affordability, price suitability with product quality, and price

competitiveness. Furthermore, product quality indicators have a positive and significant value

for purchasing decisions because there are several indicators in the price. Such as taste, food

durability, and aroma.

The results of this study are in accordance with the journal Etty Carolina, et al (2015),

with the title "The Influence of Marketing Mix (7P) and Consumer Behavior on Purchasing

Decisions of Healthy Food Bar Products in Malang". The study used multiple linear

regression analysis. The results showed that the most influential variables were Product

Variables with regression coefficients (0.148), Price Variables with regression coefficients

(0.165), Distribution Channel Variables with regression coefficients (0.191), Promotion

Variables with regression coefficients (0.206), People Influence Variables with regression

coefficients (0.360), Process Variables with regression coefficients (0.370), while the lowest

influential were Environmental Influence Variables with regression coefficients (0, 049).

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Simultaneous Test Analysis

This test is carried out to determine whether or not the influence of independent

variables together or simultaneously on the dependent variable. If the sig value < 0.05, it

means that the variable is significant enough to explain the dependent variable. In calculating

the simultaneous test analysis in this study using SPSS 23.00 for windows. This analysis can

be seen in Table 6 below:

Table 6. Results of Simultaneous Test Analysis

ANOVA

Model

Sum of Squares

Mean Square

Sig.

Regression

1440.894

720.447

139.250

.000

Residual

501.856

5.174

Total

1942.750

a. Dependent Variable: Purchasing Decision

b. Predictors: (Constant), Product Quality, Price

(Source : output SPSS version 23 for windows).

According to Ghozali, (2011) if the significance value is less than 5% (a = 0.05) then

this indicates that Ho is rejected and Ha is accepted, which means that there is a significant

influence between the independent variable and the dependent variable simultaneously or

together. The results of simultaneous test tests showed a value of 139.250 so, Sig < 5% (0.000

< 0.05), with a significance value of 0.000 < α (0.05), meaning Ho was rejected and Ha was

accepted. Thus, it can be concluded that simultaneously or together there is a significant

influence between the price variable (X1) and the product quality variable (X2) on the

purchase decision variable (Y).

The results of this study are in accordance with the journal Cynthia Vanessa Djodjobo

and Djodjobo & Tawas, (2014), with the title, "The Influence of Entrepreneurial Orientation,

Product Innovation, and Competitive Advantage on the Marketing Performance of Yellow

Rice in Manado City". With the results of the study, the magnitude of the significance value

is 0.000 or < 0.05 so that it can be said that H0 is rejected and H1 is accepted, which means

that the variables are free of price, service quality and product quality simultaneously affect

consumer satisfaction, meaning that price, service quality and product quality have a

simultaneous influence on consumer satisfaction at the Madiun Depot of Mrs. Rudy's Typical

Cuisine. Partial Test Analysis

A partial test is carried out to determine whether or not the effect of each independent

variable on the dependent variable is significant. To determine whether H0 is rejected or

accepted by comparing tcounts, the test criteria are as follows:

H0 is rejected if tcount > t

table

, meaning H1 is accepted

H0 is accepted if tcount < t

table

, meaning H1 is rejected

Calculation of partial test analysis using the SPSS 23.00 for windows program, the

results of processing partial test analysis can be seen from the SPSS output results in the

appendix and Table 7 as follows.

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Table 7. Analysis Results Partial test

Coefficients

Model

Unstandardized Coefficients

Standardized Coefficients

Sig.

Std. Error

Beta

(Constant)

-6.648

3.347

-1.986

.050

Harga

.769

.101

.622

7.616

.000

Kualitas Produk

.362

.103

.287

3.521

.001

a. Dependent Variable: Keputusan Pembelian

(Source : output SPSS version 23 for windows).

According to (Ghozali, 2016). If the significant value is less than 5% (a = 5% = 0.05)

then this indicates that Ho is rejected which means that there is a significant influence between

the independent variable and the partially bound variable. Partial test results for the price

variable (X1), the significant limit α = 0.05% obtained Sig value is (0.000 < 0.05). From

these results, the test criteria which means (H1) are accepted and (H0) are rejected. Thus, the

partial test hypothesis of the price variable (X1) has a significant influence on purchasing

decisions. So it can be concluded that the price variable (X1) has a real effect on purchasing

decisions for jamblang rice consumers around Pasalaran Market, Weru Lor Village, Weru

District.

Partial test results for product quality variables (X2), significant limits α = 0.05 %

obtained Sig values namely (0.001 < 0.05). From these results, the test criteria which means

(H1) are accepted and (H0) are rejected. From these results, the test criteria which means (H1)

are accepted and (H0) are rejected. Thus, the partial test hypothesis of the Product quality

variable (X2) has a significant influence on purchasing decisions. So it can be concluded that

the product quality variable (X2) has a real effect on purchasing decisions for jamblang rice

consumers around Pasalaran Market, Weru Lor Village, Weru District. The partial test results

for the purchase decision variable (Y) are also strongly influenced by both types of variables

(X), including price variables and product quality variables.

It can be concluded that the results of t testing for the purchase decision variable (Y) are

influenced by both types of variables (X), including price variables and product quality

variables. This means that price factors and product quality factors influence consumer

decisions in buying jamblang rice around Pasalaran Market, Weru Lor Village, Weru District.

The results of this study are in accordance with the journal Wahyudi Randang (2013), with

the title, "Product Quality, Product Attributes and Brand Equity Influence on Bimoli Cooking

Oil Purchasing Decisions in Pati District". With the calculated value of the Product Quality

Variable of 1,983 > ttable, which is 1.980 with a significance value of 0.050 < α 0.05, the

Product Attribute Variable 2.882 > table is 1.980 with a significance value of 0.022 < α 0.05

, the Brand Equity Variable is 4.382 > table is 1.980 with a significance value of 0.000 < α

0.05 Partial Test Analysis

The coefficient of determination is used to determine how much influence the price

(X1) and product quality (X2) variables simultaneously have on purchasing decisions (Y). In

calculating the coefficient of determination in this study using SPSS 23.00 for windows. This

analysis can be seen from the following appendix and table 8 :

Table 8. Coefficient of Determination

Model Summary

Model

R Square

Adjusted R Square

Std. Error of the Estimate

.861

.742

.736

2.275

a. Predictors: (Constant), Kualitas Produk, Harga

b. Dependent Variable: Keputusan Pembelian

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(Source : output SPSS version 23 for windows).

Based on the test data above, it is known that the R Square value of 0.742 means that

the influence of price variables (X1) and product quality (X2) simultaneously on purchasing

decisions (Y) is 74.2%, meaning there is 25.8% variance in dependent variables explained by

other factors that are not studied by researchers. It can be known that variables that were not

studied in this study include place and promotion. Place (place) is needed by the company to

market its products so that the place becomes a consumer consideration before making a

purchase. According to (Rambat, 2013) stated that the place or distribution channel is used

because of its higher efficiency through experience, specialization and scale of operations,

than what can be done to introduce its products, namely through advertising. According to

Rambat, (2013) said that although advertising is less important for the business market, it still

has a role. Advertising to businesses, however, will nurture awareness and knowledge, form

sales seeds and convince buyers.

According to Ghozali, (2016) states that the Coefficient of Determination essentially

measures how far the model is able to explain dependent variables. A small R Square value

means that the ability of independent variables to explain dependent variables is very limited.

The results of this study are in accordance with the journal of Fachriza & Moeliono, (2017)

with the title "The Effect of Marketing Mix on Purchasing Decisions of Mild Cigarettes (Case

Study on Sampoerna A Mild Cigarettes)". With the result of an adjusted coefficient of

determination (R square) value of 0.583, it means that the ability of independent variables

consisting of product (X1), price (X2), place (X3), and promotion (X4) has an influence of

58.3% on Purchase Decisions. The 41.7% is the contribution of other variables that were not

studied. The results of the coefficient of determination value of Fazza Ilham Fachriza's

research are smaller than the results of research that has been done.

CONCLUSION

From the research that has been done and the discussion that has been described, it can

be seen that the price variable affects the decision of consumers to purchase jamblang rice

around the Pasalaran Market of Weru Lor Village, with a calculated value of 7.616 > ttable

1.984 using a significant limit of α = 0.05%. Furthermore, product quality affects consumer

decisions to purchase jamblang rice around the Pasalaran Market of Weru Lor Village, with

a calculated value of 3.521 > 1.984 table using a significant limit of α = 0.05%. The price and

quality of the product affect the decision of consumers to purchase jamblang rice around the

Pasalaran Market of Weru Lor Village, with the results of the analysis shown a multiple

regression equation as follows: Y = -6.648 + 0.769 X1 + 0.362 X2. This proves that the price

variable has a greater influence on purchasing decisions compared to the product quality

variable.

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