<![CDATA[This study aims to analyze the effect of price, taste, and service quality on consumer purchasing decisions at Mie Gacoan. The research method uses a quantitative approach with a survey technique on 84 student respondents selected by purposive sampling in the Malang City area. Data were analyzed using multiple linear regression using SPSS 25. The results showed that taste and service quality had a positive and significant effect on purchasing decisions, while price was not significant. These findings indicate that Mie Gacoan consumers consider sensory factors and service experience more than price factors. This study provides practical implications for Mie Gacoan management to maintain taste consistency and improve service quality as the main competitive strategy. Limitations of the study include the geographically limited sample coverage and the use of cross-sectional methods.]]>
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