<![CDATA[This study aims to determine the influence of Price and Location on Consumer Pur-chase Decisions. The method used is quantitative. The sampling technique used sat-urated sampling and a sample of 100 respondents was obtained. Data analysis uses validity tests, reliability tests, classical assumption tests, regression analysis, correla-tion coefficients, determination coefficients, and hypothesis tests. The result of this study is that price has a significant effect on consumer purchase decisions with a determination coefficient value of 81.7% with a hypothesis test obtained t calcula-tion > t table or (20.922 > 1.984). Location had a significant effect on consumer purchase decisions with a determination coefficient of 81.6% with hypothesis tests obtained t count > t table or (20,826>1,984). Price and Location simultaneously have a significant effect on the Purchase Decision with the regression equation Y = 0.852 + 0.500X1 + 0.747 X2. The coefficient value of determination was 86.5% while the remaining 13.5% was influenced by other factors. The hypothesis test ob-tained a value of F calculated > Ftable or (433,730 > 2,698).]]>
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