The Effect of Product Quality and Price on Pharmaceutical Sales of PT. XYZ in the Bogor Area

Abstract

This study aims to determine the influence of product quality and price on the sales performance of PT XYZ. A quantitative approach with descriptive and verification methods was used, with a sample of 96 pharmacy outlets in Bogor. Data were collected through questionnaires and analyzed using SPSS version 25. The t-test results show that both product quality and price significantly influence sales (t > t-table, significance < 0.05). The F-test results indicate that these two independent variables simultaneously influence sales performance. This research confirms the strategic importance of maintaining high product quality and competitive pricing to improve sales in the pharmaceutical industry.

Keywords: Product Quality; Price; Sales