Determinants of Purchasing Decisions for Sampoerna Cigarette Products among the Community of Kayuara Village, Sekayu District

Abstract

This study aims to determine the effect of price and quality on purchasing decisions for Sampoerna brand cigarette products in Kayuara Village, Sekayu District. The non-probability sampling technique is accidental sampling, namely researchers take samples from people who happen to be in the area around the research object at the time of observation. The data collection method used is by giving questionnaires to consumers who buy Sampoerna brand cigarette products in Kayuara Village. Data were analyzed using the Quantitative Method, namely using validity tests, reliability tests, regression analysis, correlation analysis, and t-tests with the help of SPSS 25. for Windows software. The results of the study showed that there was no significant effect between price on purchasing decisions for Sampoerna brand cigarette products in Kayuara Village, Sekayu District individually and there was also no significant effect of product quality variables on purchasing decisions for Sampoerna brand cigarette products in the Kayuara Village community, but had a simultaneous effect on purchasing decisions for Sampoerna brand cigarette products in Kayuara Village, Sekayu District, with a correlation result of 0.777 indicating a strong relationship.