<![CDATA[The increaising demaind for tofu by-products, especiailly tofu dregs used ais livestock feed, hais encouraiged producers to understaind the faictors influencing consumer purchaising decisions. Price, sociail environment, aind distribution services aire considered importaint vairiaibles aiffecting consumers in deciding to purchaise tofu dregs. This study aiimed to ainailyze the effect of price, sociail environment, aind distribution services on purchaising decisions of tofu dregs ait Paibrik Taihu Sutrai, Singosairi Villaige, Mojosongo District, Boyolaili Regency. This reseairch employed ai quaintitaitive aipproaich using descriptive aind verificaition methods. Primairy daitai were collected through questionnaiires distributed to consumers who haid purchaised tofu dregs. The reseairch instrument used ai five-point Likert scaile. The collected daitai were ainailyzed using multiple lineair regression aifter paissing the vailidity, reliaibility, aind claissicail aissumption tests. The findings indicaite thait price hais ai positive aind significaint effect on purchaising decisions. Likewise, the sociail environment significaintly influences purchaising decisions through recommendaitions aind interaictions aimong consumers. Distribution services ailso haive ai positive aind significaint effect becaiuse timely delivery aind product aivaiilaibility increaise consumer confidence. Simultaineously, price, sociail environment, aind distribution services significaintly aiffect purchaising decisions for tofu dregs. These findings imply thait improving pricing straitegies, strengthening positive sociail influence, aind maiintaiining reliaible distribution services cain enhaince consumer purchaising decisions aind support the competitiveness of tofu-processing businesses.]]>
