Pengaruh Harga & Kualitas Produk terhadap Minat Beli Produk Beras Anak Gunung pada Toko Sembako Sumba Jaya Kabupaten Sorong

Abstract

Business competition in the staple food trading sector, especially rice products, requires business actors to understand the factors that influence consumer purchasing interest. Competitive prices and good product quality are two main factors that consumers consider in determining purchasing decisions. This study aims to analyze the effect of price and product quality on consumer purchasing interest of Super Anak Gunung Rice at the Sumba Jaya Grocery Store in Sorong Regency, both partially and simultaneously. The study uses a quantitative approach with an associative research type. Data were obtained by distributing questionnaires to 70 respondents selected using accidental sampling techniques. Data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (t-tests), simultaneous tests (F-tests), and coefficients of determination. The results showed that price and product quality had a positive and significant effect on consumer purchasing interest, both partially and simultaneously. The coefficient of determination value of 69.7% indicates that variations in consumer purchasing interest can be explained by these two variables, while the rest is influenced by other factors outside the study. The implications of this research indicate that setting prices that are in accordance with consumer purchasing power and continuously improving product quality can be an effective strategy in increasing purchasing interest, maintaining customer loyalty, and increasing the competitiveness of the Sumba Jaya Grocery Store in Sorong Regency.