The Effect of Product Quality, Price, and Distribution Channels on Purchasing Decision

Abstract

This study aims to determine the influence of product quality, price, and distribution channels on purchasing decisions in the kris craftsman center in Aeng Tong-Tong Village, Saronggi District, Sumenep Regency. The method used is quantitative with purposive sampling technique. Data was collected through observation, questionnaires, and interviews with 80 respondents using a Likert scale. The results of the study indicate that product quality has a negative and significant effect on purchasing decisions. In contrast, price and distribution channels have a positive and significant effect on purchasing decisions. The conclusion of this study is that product quality, price, and distribution channels influence purchasing decisions, with interrelated relationships among these variables. These findings highlight the importance of considering effective pricing and distribution channels to enhance purchasing decisions, although product quality also needs to be considered to avoid a negative impact on consumer decisions.