The Influence of Product Quality and Price on Purchase Decisions for Sanqua Bottled Drinking Water: A Case Study at PT Grahamas Intitirta Kuningan

Abstract

The bottled drinking water (BDW) industry in Indonesia continues to grow rapidly, driving intense competition among brands and requiring companies to offer high product quality at competitive prices in order to strengthen consumer purchase decisions. This study examines the influence of product quality and price on the purchase decision for Sanqua bottled drinking water, produced by PT Grahamas Intitirta Kuningan, a company located in Bandorasa Wetan, Cilimus, Kuningan Regency, West Java. A preliminary survey indicated that consumer purchase decisions toward Sanqua remain relatively low, particularly regarding repeat purchase and post-purchase satisfaction, while the brand's sales volume still trails major competitors such as Batavia and Vit. This study employed an explanatory quantitative approach with an associative design. Data were collected from 80 respondents selected through simple random sampling and analyzed using multiple linear regression with IBM SPSS. The partial t-test results showed that product quality has a positive and significant effect on purchase decision, with a t-value of 2.525 and a significance value of <0.001. Price also has a positive and significant effect on purchase decision, with a t-value of 3.164 and a significance value of <0.001, making price the more dominant variable (Beta = 0.502 versus 0.401). The simultaneous F-test showed an F-value of 147.262 with a significance of <0.001, indicating that product quality and price together significantly influence purchase decision. The R-Square value of 0.793 indicates that these two variables explain 79.3% of the variation in purchase decision, while the remaining 20.7% is influenced by other variables outside this model, such as promotion, brand image, and service quality.

Keywords: Product Quality, Price, Purchase Decision