KEPUTUSAN PEMBELIAN KONSUMEN PADA WARUNG SOP KONRO OLLO: PERAN HARGA DAN KUALITAS MAKANAN

This study aims to determine the price and quality of food on purchasing decisions at the sop kondro ollo food stall. The object of the influence of price and quality of food on purchasing decisions at the sop kondro ollo food stall in Kendari City, while the location in this study is the sop kondro ollo food stall located in Kendari City, Southeast Sulawesi Province. The population in this study is the number of buyers of the sop kondro ollo food stall who have made purchases more than 2 times as the object of research, the object of the sample of this study is 1,400 buyers, the sampling technique of this study is purposive sampling so that it produces 93 samples which are reduced by using the Slovin formula. Data collection using questionnaires, documentation. The analysis used in this study is quantitative data. The results of this study indicate that Price and Quality of food have a simultaneous effect on purchasing decisions, this means that consumers pay close attention to price and quality of food in buying food products. Price has a significant positive effect on purchasing decisions, this means that the better and more affordable the price offered, the consumer's decision to buy food products also increases. Food quality has a significant positive effect on purchasing decisions, this means that the better the quality of food produced by the sop kondro ollo food stall, the more consumers will buy the food offered.