Abstract

This study aimed to determine the effect of price and product quality on consumer purchasing decisions. This study uses data analysis are: correlation, multiple regression, the coefficient of determination, t test and F test Population in this research is that consumers dawet ireng Jembatan Butuh It and the surrounding district, amounting to 150 people per day.  Samples taken as many as 50 people with purposive accidental sampling.

Based on research by the author eventually obtained the result that the value of t greater than t table (5.174> 2.011), meaning that the hypothesis (H1) proposed that partial no significant relationship between the variable price on purchase decisions dawet ireng accepted. Ttest product quality (X2) is greater than the value ttable (3.236> 2.011),  meaning that hypothesis two (H2) proposed that partial no significant relationship between the variable quality of the product purchase decisions dawet ireng accepted. Anova test result F count greater than the number Ftable (37.27> 3.20), meaning that hypothesis three (H3) that simultaneously there is significant relationship between the variables of price and quality products to the purchasing decision dawet ireng accepted.

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          Keyword: price, productquality, andpurchase decision