The Effect of Herbal Product Quality on Consumer Purchase Decisions: A Case Study of Natural Nusantara Stockist in Ciamis

The rapid development of the herbal product industry has intensified competition among companies offering similar goods. In this context, product quality plays a crucial role in shaping consumer purchasing behavior. This study investigates the influence of product quality on purchasing decisions at a Natural Nusantara stockist in Ciamis, Indonesia.Using a quantitative descriptive design, data were collected from 96 respondents through incidental sampling and analyzed using simple linear regression with SPSS version 20.The results show that consumers perceive the quality of herbal products positively (M = 4.409), and their purchasing decisions also reflect favorable responses (M = 3.387). Product quality has a significant and positive effect on purchasing decisions, explaining 56.7% of the variance, while 43.3% is influenced by other factors.These findings underscore the importance of maintaining and improving product quality to drive consumer decision-making in the increasingly competitive herbal product market