Abstract
The purpose of this study was to determine and analyze the effect of product quality and price perception on purchasing decisions for Wafer Tango in Surabaya. This research method uses quantitative research methods where the dependent variable is purchasing decisions and the independent variables in this study are product quality and price perception. The number of samples in this study were 72 Wafer Tango consumers in Surabaya. Sampling using non probability sampling method with accidental sampling technique through distributing questionnaires. Data analysis was carried out using the component-based Structural Equation Modeling (SEM) method using the Partial Least Square (PLS) analysis tool. The results of this study indicate that product quality and price perception have a positive impact on purchasing decisions for Wafer Tango in Surabaya.
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