The Influence Of Product Quality On Purchase Decision Of Bunqee Craft N Fashion Tapis Products

Abstract

This study aims to determine how product quality influences customer decisions to purchase BunQee Craft n Fashion tapis goods.. One of the most important elements in drawing in customers is said to be product quality., especially within the traditional craft industry, which highly values cultural authenticity and aesthetic appeal. The quality dimensions examined include durability, uniqueness, reliability, ease of maintenance, and design. The study employed a quantitative methodology, gathering information from 100 participants using online and offline questionnaires. Purposive and non-probability sampling methods were used in this study. The focus of the study was people who had purchased BunQee filter products. The data were processed using SPSS version 27 and simple linear regression was performed to determine how product quality affects their decision to purchase the product. Product quality and customer purchasing decisions were shown to be positively and statistically significantly correlated., highlighting the critical role of quality maintenance and enhancement as a strategic measure to reinforce the competitive position of local cultural products. This research is expected to offer practical insights for BunQee Craft n fashion in enhancing their product development based on local wisdom and market expectations.