The Influence of Price and Product Quality on Purchasing Decisions for Elzatta Hijab

Uswatun Chasanah

Authors

Uswatun Chasanah University of Sunan Giri Surabaya

Keywords:

product quality, purchasing decisions, hijab, elzatta, linear regression analysis

Abstract

This research aims to examine the influence of price and product quality on purchasing decisions for the Elzatta brand hijab. Through a quantitative approach with descriptive methods, data was collected from 100 respondents in the city of Surabaya using a questionnaire. Multiple linear regression analysis is used to analyze the relationship between price variables, product quality and purchasing decisions. The research results show that both price and product quality have a significant influence on the decision to purchase Elzatta hijabs. These findings provide valuable insights for companies in developing more effective marketing strategies and better meeting consumer needs and expectations. These findings provide valuable insights for companies in designing more effective marketing strategies and better meeting consumer needs and expectations. By understanding the importance of price and product quality in purchasing decisions, companies can direct their marketing efforts to increase consumer satisfaction and strengthen the Elzatta brand position in the Surabaya hijab market.

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