<![CDATA[Competition in the health milk product industry has encouraged consumers to consider price and product quality before making a purchase. This study aims to determine the effect of price and product quality on purchasing decisions for Ensure products among consumers at Diamond Artha Gading Store. The research method used is quantitative with a survey approach. The sampling technique used the Lemeshow formula, involving 96 respondents. Data were collected through observation, questionnaires, and documentation. Data analysis was conducted using validity, reliability, classical assumption, multiple linear regression, coefficient of determination (R²), t-test, and F-test with the assistance of Statistical Product and Service Solutions (SPSS). The results showed that price has a positive and significant effect on purchasing decisions. Product quality also has a positive and significant effect on purchasing decisions, with a t-count of 17.145 > t-table of 1.985 and a significance value of 0.000 < 0.05. Simultaneously, price and product quality have a positive and significant effect on purchasing decisions, with an F-count of 145.888 > F-table of 3.09 and a significance value of 0.000 < 0.05. The Adjusted R Square value of 0.753 indicates that price and product quality explain 75.3% of purchasing decisions, while the remaining 24.7% is influenced by other factors. Therefore, companies need to set competitive prices and improve product quality to encourage consumer purchasing decisions.]]>
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