The Effect Of Price And Product Quality On Purchase Decisions Of Cv. Sumber Baja Perkasa

Abstract

CV. Sumber Baja Perkasa is a company engaged in the distribution and sale of various iron and steel products in Pekanbaru. Over the past two years, the company has experienced fluctuations in sales, indicating the need to better understand the factors influencing customer purchasing decisions. This study aims to examine and analyze the effects of price and product quality on purchasing decisions for iron and steel products at CV. Sumber Baja Perkasa. A quantitative research approach was employed using a survey method. The study involved 150 customers selected as respondents, and the collected data were analyzed using descriptive statistics and multiple linear regression. Purchasing decision was treated as the dependent variable, while price and product quality served as the independent variables. The findings reveal that price has a positive and significant effect on purchasing decisions, indicating that competitive and affordable pricing encourages customers to purchase the company’s products. Product quality also has a positive and significant influence, suggesting that customers place considerable importance on product durability, reliability, and performance. Furthermore, the simultaneous analysis demonstrates that price and product quality jointly have a positive and significant effect on purchasing decisions, highlighting their important role in shaping consumer buying behavior.