Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Mobil Listrik di Kota Palembang

The electric vehicle industry in Indonesia has experienced significant growth, driven by increasing public awareness of environmental issues and government support through various policies. This condition encourages automotive companies to pay greater attention to factors influencing consumers' purchasing decisions, particularly product quality and price. This study aims to examine the effect of product quality and price on the purchasing decisions of electric vehicles in Palembang City. This research employed a quantitative approach using a survey method. Primary data were collected through questionnaires distributed to 100 respondents residing in Palembang City who had previously purchased an electric vehicle, using a purposive sampling technique. The data were analyzed using multiple linear regression with the assistance of SPSS software. The results indicate that product quality has a positive and significant effect on purchasing decisions for electric vehicles in Palembang City. Furthermore, price also has a positive and significant effect on purchasing decisions. Simultaneously, product quality and price explain 20.5% of the variance in purchasing decisions, while the remaining 79.5% is influenced by other factors outside the scope of this study. The findings are expected to provide useful insights for automotive companies in improving product quality and developing appropriate pricing strategies to enhance consumers' purchasing decisions regarding electric vehicles.