Record Detail

In the air conditioning industry, businesses face intense competition in
terms of both pricing and product quality. The sales instability observed
at PT Mitra Indo Teknik indicates underlying issues influencing
purchasing decisions. This research aims to analyze the extent to which
product quality and price influence the purchasing decisions of Daikin
air conditioners at PT Mitra Indo Teknik. This research adopts a
quantitative approach. The population consists of all customers of PT
Mitra Indo Teknik who have purchased Daikin air conditioners. The
results reveal a positive and significant influence of product quality on
purchasing decisions, with a calculated tvalue of 10.897 > t-table value
of 1.980 and a significance value of 0.000 < 0.05. Likewise, price has
a positive and significant influence on purchasing decisions, with a
calculated t-value of 2.831 > t-table value of 1.980 and a significance
value of 0.005 < 0.05. Simultaneously, product quality and price have
a positive and significant influence on purchasing decisions, as
indicated by an F-test value of 73.109 > F-table value of 3.07 and a
significance level of 0.000 < 0.05. The combined contribution of
product quality and price to purchasing decisions is 53.9%, while the
remaining 46.1% is influenced by other variables not examined in this
research.