<![CDATA[The rapid growth of culinary tourism in Lembang has intensified competition among soft cookie producers, making product quality and price competition important factors influencing consumers' purchase decisions. However, previous studies have reported inconsistent findings regarding the influence of these variables, particularly in the context of souvenir food products. This study aims to examine the effects of product quality and price competition on the purchase decisions of female consumers purchasing soft cookies at KPSBU Lembang. This research employed a quantitative approach using descriptive and verification methods. The study was conducted at KPSBU Lembang, West Bandung Regency, involving 52 female consumers selected through purposive sampling from a population of 60 respondents using the Slovin formula. Data were collected through questionnaires using a four-point Likert scale and analyzed using IBM SPSS Statistics. The analytical techniques included validity and reliability tests, classical assumption tests, multiple linear regression, coefficient of determination (R²), partial (t-test), and simultaneous (F-test). The findings revealed that product quality has a positive and significant effect on purchase decisions. Price competition also has a significant positive effect on purchase decisions. Simultaneously, product quality and price competition significantly influence purchase decisions, explaining 58.2% of the variance, while the remaining 41.8% is explained by other factors outside the model. The study concludes that maintaining consistent product quality and implementing competitive pricing strategies are essential to improving consumer purchase decisions and strengthening the competitiveness of soft cookie products in the souvenir food market.]]>
