Pengaruh Produk Dan Harga Terhadap Keputusan Pembelian Gula Semut

The economic development of the community is currently increasing rapidly, one of which is the Banyuwangi Regency community. This is evidenced by the number of businesses that have sprung up to produce goods and services or similar products that have certain advantages and the existence of new developments in the field of communication and information technology such as internet networks, e-mail, marketplaces and others, making people more active in determining and deciding their needs. Businesses are competing to implement various marketing strategies to take advantage of market opportunities, by offering products that match the wants and needs of consumers. Based on this information, consumers make various choices and decide to buy, because product and price are things that determine consumer behavior when purchasing a product. This study aims to determine and analyze the effect of products and prices on purchasing decisions for ant sugar at CV. Latanza Banyuwangi. The sample was selected using simple random sampling and a sample of 30 respondents was obtained. Tests were carried out using multiple linear regression. The conclusion of this study shows that product and price have a partially or simultaneously have positive and significant effect on purchasing decisions. Price is the most important factor influencing purchasing decisions, because before making purchasing decisions consumers will consider the price first before considering the benefits received.