The Effect Of Product Quality And Price Perception On Interest In Buying Processed Fried Onions

Dini Amelia Yusup; Didip Diandra

doi:10.63922/ijebir.v5i04.4120

Dini Amelia Yusup Paramadina University Cipayung
Didip Diandra Paramadina University Cipayung

DOI: https://doi.org/10.63922/ijebir.v5i04.4120

Keywords: Product Quality, Price Perception, Purchase Interest, Processed Fried Onion Products

Abstract

The escalation of competition in the processed food industry requires business actors to optimize product quality and pricing strategies to strengthen consumer purchasing interest. The purpose of this study focuses on analyzing the influence of product quality and price perception on consumer purchasing interest in processed fried onion products in the DKI Jakarta area. A quantitative descriptive research approach was used with the application of purposive sampling technique as the basis for determining the sample. The study population was represented by 100 respondents who had experience purchasing or consuming processed fried onion products, while data collection took place through an online questionnaire based on Google Form. The progress of data analysis used the Partial Least Square (PLS) method with the support of the SmartPLS 4 application. The processing results showed that product quality had a positive and significant influence on consumer purchasing interest. Price perception also showed a positive and significant influence on consumer purchasing interest. These findings indicate that consumer purchasing intentions tend to increase when the product has optimal quality and the price is perceived to be commensurate with the benefits and expectations of consumers

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