The Effect of Product Diversification, Price and Product Quality on Cracker Purchase Decisions

ABSTRACT :This study aims to determine the effect of product diversification, price and product quality on the purchasing decision of BesukiSitubondo’s “Cap Gunting” crackers. The population in this study were all buyers of Cap Gunting crackers. The number of samples in this study amounted to 90 respondents obtained by incidental sampling technique. The measuring instrument used in this research is a questionnaire. Test data instruments (test validity, and test reliability) to test the measuring instrument in the form of a questionnaire. Multiple linear regression analysis was used to determine the effect of the independent variable on the dependent variable. Hypothesis testing in the form of F test and t test were used to test the developed hypothesis. The results of the analysis show that the variables of product diversification, price and product quality all have a positive effect on the purchasing decision of Besuki Situbondo’s “Cap Gunting” crackers.

KEYWORDS -product diversification; price; product quality; buying decision.