<![CDATA[This study aims to analyze the influence of variations in menu, price, and delivery services on consumer purchasing decisions at Garuda Medan Johor restaurant. The study population was 133 people, with the determination of the sample using the Slovin formula to obtain 100 respondents. The approach used is quantitative with multiple linear regression analysis method. The results of the analysis showed that partially, the variable price (X₂) and Delivery service (x₂) have a positive and significant influence on the purchase decision. The value of t-calculate for Price is 5,838 and for Delivery service is 6,823, both of which are greater than t-table 1,985 (③=0.05; df = 96), with significance level 0,000 < 0.05. This indicates that the more appropriate the price and the better the delivery service, the higher the tendency of consumers to make purchases. In contrast, the variation of the Menu (X₁) did not have a significant effect partially, with t-count 0.728 and significance 0.468 > 0.05, which means the difference or diversity of the menu is not a major factor in purchasing decisions at the study site. Simultaneously, the three research variables significantly influence the purchase decision, indicated by the value of F-count of 382.948 which far exceeds the F-table of 2.70, with a significance level of 0.000. The Adjusted R Square value of 0.920 indicates that 92.0% of the variation in purchasing decisions can be explained by a combination of variable variations in menus, prices, and delivery services, while the remaining 8.0% is influenced by other factors that are not included in the model, such as promotion, brand image, or taste quality of food. Based on these findings, it can be concluded that competitive prices and effective delivery services are the dominant factors influencing consumer purchasing decisions at Garuda Medan Johor restaurants, while menu variation is not the main consideration. Therefore, marketing strategies and restaurant management should prioritize price control and improving the quality of delivery services to retain and attract consumers.]]>
