The Effect of Product Quality and Price on Consumers’ Decisions to Purchase Houses at Serdam Residence Borneo Khatulistiwa Raya, PT. Arfiz Karya Tritama, Pontianak
DOI:
https://doi.org/10.59890/ijefbs.v4i4.30Keywords:
product quality, price, consumer purchase decision, housingAbstract
This study examines the effects of Product Quality and Price on Consumer Purchase Decision in purchasing houses at Serdam Residence Borneo Khatulistiwa Raya, developed by PT Arfiz Karya Tritama in Pontianak. A quantitative associative research design was employed. The sample comprised 100 consumers selected using purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression in SPSS. The correlation coefficient (R) indicated a moderate relationship, while the coefficient of determination (R²) showed that Product Quality and Price jointly explained 16.1% of the variance in Consumer Purchase Decision. The simultaneous test indicated that Product Quality and Price had a significant joint effect on Consumer Purchase Decision. Partially, both Product Quality and Price had positive and significant effects. These findings suggest that improving product quality and setting appropriate prices can strengthen consumers’ decisions to purchase housing.
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