This research aims to determine the effect of product quality on buying decisions at PT. San Miquel Pure Foods Indonesia. The method used is explanatory research with a sample of 60 respondents. The analysis technique uses statistical analysis with regression testing, correlation, determination and hypothesis testing. The results of this research variable product quality obtained an average score of 3,740 with good criteria. The buying decision variable obtained an average score of 3.785 with good criteria. Product quality has a positive and significant effect on buying decisions with the regression equation Y = 11.936 + 0.693X, and a correlation coefficient value of 0.791 or has a strong level of relationship with a determination value of 62.6%. Hypothesis testing obtained a significance of 0.000 <0.05. Keywords: Product Quality, Buying Decisions
