The Influence of Product Quality and Price on Purchase Intention of Red Rice in Sumenep Regency

Abstract

The rapid development of today's increasingly dynamic business world has caused companies like this to be faced with conditions of intense competition, one of which is companies that operate in the sales sector, the main commodity of which is rice. The large number of businesses that have emerged at this time has resulted in a fairly high increase in the number of similar businesses, causing competition to become increasingly fierce. So Sumenep Regency must create a strategy that attracts consumers. This research aims to test and analyze the influence of product quality and price on Purchase Intention of Red Rice in Sumenep Regency. The type of research used is quantitative with a descriptive approach. The research population in this study was consumers in Sumenep Regency who made purchases the Red Rice more than twice. The sample used was 70 respondents. Analysis tool that uses multiple linear regression. The research results prove that product quality and price have a positive and significant effect on Purchase Intention of Red Rice in Sumenep Regency.