PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN IKAN ASAP TOGEK (Abalistes stellaris) DI UMKM IKAN ASAP BU MURAH

This research aims to determine the influence of product quality and price on the purchasing decision of Togek smoked fish at Bu Murah Smoked Fish UMKM. The population in this study is all consumers who buy and consume smoked togek fish from the Bu Murah Smoked Fish UMKM, so the population in this study is not precisely known. This research uses a non-probability sampling technique with a snowball sampling type and is calculated using the Linear Time Function (LTF) formula with a total of 80 respondents. The data analysis used in this research is Multiple Linear Regression Analysis. The research results indicate that product quality and price significantly influence purchasing decisions. Simultaneous testing (f-test) yielded a significance value of 0,006 < 0,05 and an F-calculated value of 5.481 > F-table value of 3,12. The regression model shows that product quality and price explain 63,8% of purchasing decisions, while the remaining percentage is influenced by factors outside this research model.