PONTIANAK – Product quality and pricing are the primary factors influencing
consumers’ decisions to purchase Conch Cement at Multi Karya Building Store in
Pontianak, according to a study conducted by Nur Azufi Mauliani and Sukardi
from the Faculty of Economics and Business at Muhammadiyah University of
Pontianak. Published in the International Journal of Business and Applied
Economics (IJBAE) in 2026, the research found that both product quality
and price significantly affect purchasing decisions, with price emerging as the
stronger factor.
The findings are particularly relevant as infrastructure development and
housing construction continue to expand in West Kalimantan, increasing demand
for building materials such as cement. Growing competition among cement brands
has made consumers more selective, carefully evaluating both quality and price
before making purchasing decisions.
The study was conducted at Multi Karya Building Store in Pontianak, focusing
on Conch Cement products, which experienced increasing sales between 2022 and
2024. The researchers surveyed 100 consumers who had purchased Conch Cement.
Data were collected through questionnaires, interviews, observations, and
documentation, then analyzed using statistical methods to measure the impact of
product quality and price on purchasing decisions.
The results showed that product quality and price both have significant
positive effects on consumers’ purchasing decisions. However, price was found
to have a stronger influence than product quality in determining whether
consumers chose Conch Cement.
Key Findings
- · Product quality has a positive and significant effect on purchasing decisions.
- · Price has a positive and significant effect on purchasing decisions.
- · Price has a stronger influence on purchasing decisions than product quality.
- · The t-value for product quality was 2.186 with a significance level of 0.031.
- · The t-value for price was 4.375 with a significance level of 0.000.
- · Product quality and price jointly produced an F-value of 57.299 with a significance level of 0.000.
- · Both variables explained 54.2 percent of purchasing decisions, while the remaining 45.8 percent was influenced by other factors outside the study.
The research found that consumers consider several aspects of product
quality before purchasing Conch Cement. Factors such as durability,
reliability, suitability for construction needs, and overall perceived quality
play an important role in the decision-making process. Consumers are more
likely to choose products they believe can deliver strong and long-lasting
construction results.
Price, however, emerged as the dominant consideration. Consumers do not
simply look for the lowest price; they evaluate whether the price matches the
benefits and quality they receive. When consumers perceive a product as
offering good value for money, they are more likely to select it over competing
brands.
The study also revealed that most respondents were male consumers aged 31 to
36 years, with senior high school or vocational school educational backgrounds
and employment as laborers. This group tended to consider both quality and
price simultaneously when purchasing construction materials.
According to Nur Azufi Mauliani and Sukardi from Muhammadiyah University of
Pontianak, the findings highlight the importance of maintaining product quality
while implementing competitive pricing strategies. A combination of reliable
quality and reasonable pricing can significantly increase consumer interest and
strengthen market competitiveness.
For businesses operating in the construction materials industry, the study
demonstrates that modern consumers make increasingly rational purchasing
decisions. Manufacturers and distributors cannot rely solely on product
quality; they must also ensure that pricing aligns with consumers’ perceptions
of value. Such strategies can help companies strengthen their market position
and compete effectively in a growing construction sector.
Author Profiles
- Nur Azufi Mauliani - Muhammadiyah University of Pontianak.
- Sukardi - Muhammadiyah University of Pontianak.
Research Source
Mauliani, N. A., & Sukardi. (2026). The Influence of Product Quality
and Price on the Purchase Decision of Conch Cement Products at Multi Karya Building
Store in Pontianak. International Journal of Business and Applied
Economics (IJBAE), Vol. 5 No. 3, 2026, pp. 979–990.
DOI: https://doi.org/10.55927/ijbae.v5i3.41
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