Bungan, Anti (2024) Pengaruh Kualitas Produk dan Harga terhadap Minat Beli Ikan Kaleng “Pantai Manado” pada Masyarakat Desa Girian Indah, Bitung, Sulawesi Utara (Studi pada PT. Sinar Pure Foods International Bitung). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This research aims to examine and analyze the effect of product qualityand price on buying interest in Girian Indah Village, Bitung, North Sulawesi. The population in this research is the people of Girian Indah Village, Bitung, North Sulawesi who consume canned fish with the Manado Beach brand. The sampling technique used is simple random sampling. Data is collected using aquestionnaire. The variable involved in this research is the purchase intention of Manado Beach brand canned fish, while the independent variables are productquality and price. The data analysis used in this research is multiple linear regression analysis. The research results show that: (1) product quality has apositive effect on purchase intention. This is in line with the hypothesis which states that the quality of the product has an effect on the purchase intention, meaning that the product quality of the Manado Beach brand canned fish has already begun and is in great demand by the consultants. (2) the price has apositive effect on buying interest, meaning that the more affordable the price is,the more interested people buy the product. (3) product quality and price have asimultaneo us effect on the interest in purchasing Manado Beach brand cannedfish. The two variables, X1, product quality and X2, the telor price together havehad an impact on the Y variable, interest in buying canned fish with the Manado Beach brand.

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