<![CDATA[This study aims to analyze the effects of price and product quality on the sales volume of Pleasure Gold products at PT Delisari Nusantara Medan. The increasing competition in the gold product industry requires companies to understand the factors that influence sales performance, particularly through pricing strategies and product quality improvement. This research employed a quantitative approach with a causal associative research design. The population consisted of consumers who had purchased Pleasure Gold products at PT Delisari Nusantara Medan, with a total sample of 50 respondents selected using saturated sampling techniques. Data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial significance tests, simultaneous significance tests, and the coefficient of determination test. The results indicate that price has a significant effect on sales volume, as shown by the t-value of 11.214, which exceeds the t-table value of 1.677. Furthermore, product quality also has a significant effect on sales volume, with a t-value of 2.496 greater than the t-table value of 1.677. Simultaneously, price and product quality significantly influence sales volume, demonstrated by the F-value of 140.108 exceeding the F-table value of 4.040. This study contributes empirical evidence regarding the importance of pricing strategies and product quality enhancement in increasing sales performance, particularly in the gold product industry.]]>
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