THE INFLUENCE OF PRODUCT QUALITY AND PRICE ON PURCHASING DECISIONS AT THE EIGER ADVENTURE STORE LAMONGAN WITH PURCHASE INTEREST AS A MEDIATING VARIABLE

Abstract

The following research aims to analyze and obtain information about the influence of product quality and price on purchasing decisions through purchasing interest at the Eiger Adventure Store Lamongan. The sampling technique used is probability sampling, namely simple random sampling, totaling 98 respondents. The method in the following research uses a quantitative method. The data used in the following research is primary data obtained from the results of filling out the questionnaire after being transformed into numeric data (numbers) using a Likert scale. The following data is processed using SmartPLS version 4.0. Partial Least Squares (PLS) is the data analysis method used. Based on the research conducted, the variables Product Quality, Price, and Purchase Interest have a positive and significant influence on Purchase Decisions. Purchase Interest also mediates the variables Product Quality and Price in making purchasing decisions. The R-Square score of 0.797 or 79.7% shows that aspects such as price, purchase interest, and product quality have an influence on purchasing decisions.