Pengaruh Kualitas dan Harga Produk Terhadap keputusan Pembelian PT. P
Abstract
Economic conditions in 2020 to 2022 are full of uncertainties. Starting from the pandemic which caused many business actors to close their businesses, to the war between Russia and Ukraine which caused the price of raw materials to soar, ranging from food raw materials to industrial raw materials. The impact that was felt spread throughout the world and almost all industrial sectors were affected, such as the chemical industry for industrial needs, especially for Poly Aluminum Chloride (PAC) products. PAC is a basic chemical for industry whose main raw material is obtained from Russia, namely Aluminum Hydroxide raw material. As one of the largest raw material providers in the world, with this war, Aluminum Hydroxide raw materials became scarce in the market and had high prices. With the increase in raw material prices, of course it affects the selling price of PAC in the market which also has an impact on the decline in sales of PAC products. PT. P is the largest PAC producer in Indonesia with a production capacity of up to 16,000 metric tons per month. Therefore it can be said that with the decline in sales at PT. P will greatly impact the company's operations, where the company also employs more than 500 employees. The decline in sales at PT. P, apart from being caused by the increase in selling prices, was also caused by other producers formulating their PACs so that they could have competitive prices compared to PT. P, while PT. P has a commitment to always maintain quality as its selling point. Then it's PT. P is faced with two choices between product quality or price which will influence the purchasing decisions of his consumers.
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