<![CDATA[This study aims to determine the effect of price and product quality on purchasing decisions for Carvil products at Carvil Store Sunter Serdang, Central Jakarta, both partially and simultaneously. The research was conducted using a quantitative approach with a survey method. The population in this study consisted of consumers who had purchased or used Carvil products at Carvil Store Sunter Serdang, Central Jakarta. The sample consisted of 100 respondents selected using purposive sampling based on predetermined criteria. Data were collected through questionnaires using a five-point Likert scale and analyzed using IBM SPSS Statistics 27. The data analysis techniques included validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and coefficient of determination. The results indicate that price has a positive and significant effect on purchasing decisions, with a t-value of 3.947 and a significance value of 0.000. Product quality also has a positive and significant effect on purchasing decisions, with a t-value of 3.835 and a significance value of 0.000. Furthermore, price and product quality simultaneously have a positive and significant effect on purchasing decisions, as indicated by an F-value of 44.173 and a significance value of 0.000. The coefficient of determination (R Square) is 0.477, indicating that price and product quality explain 47.7% of the variation in purchasing decisions, while the remaining 52.3% is explained by other factors outside the research model. These findings indicate that maintaining competitive prices and improving product quality are important factors in encouraging consumers to purchase Carvil products.]]>
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