The Influence of Price and Product Quality on Customer Purchase Interest (Study To Consumers at Uniqlo Grand Batam Mall)

Abstract

The purpose of this study is to examine how consumer interest in product price and quality is influenced by consumer purchasing intention at UNIQLO Grand Batam Mall. Purchasing intention is one of the important indicators in consumer behavior and can be influenced by the perception of price and product quality, where reasonable prices and good quality products tend to motivate purchasing decisions. This study is quantitative using a questionnaire given to 97 respondents who are UNIQLO consumers at Grand Batam Mall, and the sample size is selected based on the Lemeshow formula. The data analysis methods used are the classical assumption test, multiple linear regression analysis, t-test (partial), F-test (simultaneous), and coefficient of determination, and data processing is carried out using SPSS software. The results of the study indicate that both Price and Product Quality have a positive and significant impact on Purchase Intention simultaneously. To some extent, it is confirmed that Price and Product Quality have a positive and significant impact on Purchase Intention with Product Quality as the most dominant variable between the two. The level of closeness of the relationship indicates that these two independent variables can explain the variation in Purchase Intention significantly. In general, the considered pricing strategy (value agent and consistent product quality) makes a significant contribution in increasing consumer interest in purchasing UNIQLO products. It is hoped that the results of this study can be used as a guide by UNIQLO management in formulating marketing plans, determining pricing steps, and improving product quality to make it more attractive to consumers