PENGARUH HARGA DAN KUALITAS TERHADAP PENJUALAN RUMPUT LAUT KERING DI KELURAHAN DOPING, KECAMATAN PENRANG, KABUPATEN WAJO

Abstract

This study was motivated by the importance of dried seaweed as a major source of income for coastal communities in Doping Village, Penrang District, Wajo Regency. Despite its high economic value, dried seaweed sales continue to face challenges due to price fluctuations and variations in product quality, which affect market competitiveness and farmers' income. The objective of this study was to analyze the effect of price and quality on dried seaweed sales, both partially and simultaneously. A quantitative approach using a survey method was employed. The research population consisted of 241 seaweed farmers, while 71 respondents were selected using the Slovin. Data were collected through observation, interviews, and questionnaires. The data were analyzed using multiple linear regression with the assistance of Statistical Package for Social Sciences version 27. The findings revealed that price had a significant effect on dried seaweed sales, with a t-value of 1.997 and a significance level of 0.050. Product quality also had a significant effect on sales, with a t-value of 12.312 and a significance level of less than 0.001. Simultaneously, price and quality significantly influenced dried seaweed sales, as indicated by an F-value of 2236.552 and a significance level of less than 0.001. The coefficient of determination (R Square) of 0.985 indicates that 98.5% of the variation in sales is explained by price and quality, while the remaining 1.5% is influenced by other factors outside the model. Therefore, improving product quality and implementing appropriate pricing strategies are.