Effect of Perceived Product Quality and Attitude toward Purchasing Artist Cakes

Abstract

This study aims to determine and analyze effect of perceived product quality and attitude toward purchasing artist cakes. This study uses a quantitative research approach. Population in the study are consumers of artist cakes. Sample in this study is 100 respondents who are taken by purposive sampling technique. Data analysis in this research uses statistical analysis from multiple linear regression analysis via partial test (t). The results show that perceived product quality has a significant effect toward purchasing artist cakes because the sig value < 0.05. Attitude has a significant effect toward purchasing artist cakes because the sig value < 0.05.