effect of product quality on coal purchase interest through sales-based non-KAI logistics at PT Bukit Asam, TBK

This study aims to analyze the effect of product quality on coal purchase interest through a non-KAI logistics-based sales system at PT Bukit Asam, Tbk. As one of the largest coal producers in Indonesia, PT Bukit Asam, Tbk faces the challenge of meeting growing demand while maintaining competitiveness and customer satisfaction. This study uses a quantitative method with a survey of 150 potential customers. The sampling technique used was purposive random sampling. The data were analyzed using multiple linear regression to test the effect of product quality on purchase intention. The results showed that product quality positively and significantly influences coal purchase intention through non-KAI logistics-based sales. The findings support PT Bukit Asam, Tbk's efforts in improving service quality and expanding distribution with a more flexible logistics system to increase consumer appeal.