<![CDATA[This study aims to analyze the influence of product quality and price on purchasing decisions for Cleo brand bottled drinking water (AMDK) among consumers at SMP Negeri 07 Tambun Selatan. This study used a quantitative approach with a survey method involving 100 consumers as the population and sample, selected through convenience sampling. Data were collected through questionnaires, observation, and documentation and analyzed using IBM SPSS Statistics 26 through validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination tests. The results showed that product quality had a positive and significant effect on purchasing decisions (t = 9.047; p < 0.001), while price also had a positive and significant effect (t = 2.739; p = 0.007). Simultaneously, product quality and price had a significant effect on purchasing decisions (F = 55.000; p < 0.001), with an R² value of 0.531, indicating that 53.1% of the variation in purchasing decisions was explained by the two variables. The study concludes that product quality and price are significantly associated with purchasing decisions for Cleo brand AMDK among the respondents]]>
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