<![CDATA[This research aims to analyze the influence of product quality, price, and promotion on gas purchase decisions at PT Pertamina EP Zone 4 Prabumulih in the context of business-to-business (B2B). The research uses a quantitative approach with a causal design. The data was collected through a questionnaire distributed to 100 respondents, namely companies that purchased gas from PT Pertamina EP Zone 4 Prabumulih in 2024. The sampling technique used purposive sampling, and ordinal data obtained from the Likert scale were transformed using the Method of Successive Interval (MSI) before being analyzed by multiple linear regression using SPSS. The results showed that product quality had a positive and significant effect on purchase decisions (β = 0.622; sig. 0.000), price had a positive and significant effect (β = 0.191; sig. 0.016), while promotion had a positive but insignificant effect (β = 0.118; sig. 0.065). Simultaneously, all three variables were able to explain 67.2% of the variation in purchasing decisions (R² = 0.672). Product quality is the most dominant variable, indicating that the consistency of technical specifications and product reliability are the main considerations in the purchase of industrial gas. This study concludes that improving product quality, competitive pricing, and informative promotional strategies can strengthen purchasing decisions and maintain the sustainability of business cooperation in the B2B environment.]]>
Copyrights © 2026
