<![CDATA[Increasingly competitive rivalry in the industrial machinery business requires companies to understand the factors that drive customers' purchase decisions. This study aims to analyze the effect of product quality and sales service quality, both partially and simultaneously, on the purchase decision of industrial machinery among customers of PT. Xuzhong Group Indonesia. The study applies a quantitative descriptive and causal-associative approach using non-probability sampling through the purposive sampling technique. Primary data were collected through a Likert-scale questionnaire distributed to 85 customers who had purchased at least once and were familiar with the company's sales service, then processed using IBM SPSS Statistics version 21 through data quality tests, classical assumption tests, and multiple linear regression. The results show that product quality has a positive and significant effect on purchase decision (t-value 3.776 > t-table 1.989; sig. 0.000). Sales service quality also has a positive and significant effect on purchase decision (t-value 5.715 > t-table 1.989; sig. 0.000). Simultaneously, both variables have a positive and significant effect on purchase decision, with an F-value of 81.379 > F-table 3.11 and an R Square of 0.665. These findings indicate that jointly improving product quality and sales service quality can enhance the purchase decision of industrial machinery among customers of PT. Xuzhong Group Indonesia.]]>
