A, The EFFECT OF PRODUCT QUALITY AND PRICE ON PURCHASING DECISIONS FOR EYEGLASS LENSES AT PT. NUSANTARA CAHAYA OPTICS AT SMEC EYE HOSPITAL PEKANBARU

PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN LENSA KACAMATA PADA PT. NUSANTARA CAHAYA OPTIK DI RUMAH SAKIT MATA SMEC PEKANBARU

Abstract

The purpose of this study is to determine the effect of product quality and price on contact lens purchasing decisions at PT. Nusantara Cahaya Optik at SMEC Eye Hospital Pekanbaru. The sample population of this study was 494 people who had purchased contact lenses at PT. Nusantara Cahaya Optik in 2022. Due to the large number of respondents, a sample of 83 people was taken. The sampling technique used in this study was snowball sampling. using SPSS Version 23 to handle the data in this study. From this study, it was determined that product quality has a significance value of 0.000 t table 1.664. Thus, product quality has a substantial impact on consumer choice to purchase. At the same time, product quality has a significance value of 0.045 t table 1.664 in relation to price. thus, it is reasonable to assume that price plays a major role in the final assessment of consumers. Only 59.9 percent of the variance in purchasing decisions can be explained by differences in product quality and price; the remaining variance is due to factors not included in this analysis.