ANALYSIS OF PRICING STRATEGIES AND PRODUCT QUALITY ON CUSTOMER DECISIONS IN PURCHASING CLOTHES AT BANDUNG SUPERSALE STORE IN BANJARMASIN

Sari

This research was conducted with the aim of finding out the role of price strategy and product quality at the Bandung Supersale Store in Banjarmasin in improving customer decisions and also to find out how obstacles in determining price strategy and product quality influence purchasing decisions at the Bandung Supersale Store in Banjarmasin. This type of research is descriptive. qualitative. The data collection methods used were interviews, observations and documents where this research used 2 Shop Owners and Shop Customers of the Bandung Supersale Shop as resource persons and according to Miles and Huberman the data analysis techniques in this research were data collection, data reduction, presentation data and drawing conclusions. The research results show that the Bandung Supersale store uses the Competition Based Pricing method, which means determining prices according to other competitors' prices so that there are two kinds of customer reactions, customers say that the prices set by Bandung Supersale are not expensive and are in accordance with the quality of the product they get, while customers say that the price set is too expensive but is commensurate with the quality of the product obtained. Customers from the Bandung Supersale shop said that they were satisfied with the quality of the products from the Bandung Super Sale shop and from the statements of consumers, some of them returned 4-5 times, which proves that the quality of the clothes here is very good. The problem with the Bandung Supersale Store is that competition and the large number of similar stores make this a problem because they cannot adjust prices according to what is desired because if they make prices different from the others it can cause ongoing problems. But even now the problem of competition factors cannot be overcome by the Bandung Supersale store.