<![CDATA[Consumer behavior is closely related to the sales level of a company because purchasing decisions play a crucial role in this process. One of the cooperatives currently facing purchasing decision issues in Gianyar Regency is KUD Artha Mulia Jaya, Pejeng. The purpose of this study is to demonstrate the partial and simultaneous effects of service quality and product quality on consumers' purchasing decisions regarding rice products at KUD Artha Mulia Jaya, Pejeng, Gianyar Regency. The population for this study consists of all consumers at KUD Artha Mulia Jaya, Pejeng, which is an uncountable number. The sample size for this research was determined using the Lemeshow formula for an unknown population, resulting in 96 participants. The data analysis technique employed in this study includes multipledlinear regressiondanalysis, determinationdanalysis, F-test, and t-test. The data analysis results show that both productdquality and servicedquality have a positivedand significant simultaneous influence on consumers' purchasing decisions regarding rice products at KUD Artha Mulia Jaya. Additionally, product quality and service quality have a positivedand significant partial influence on consumers' purchasingddecisions regarding rice products at KUD Artha Mulia Jaya, Gianyar Regency.]]>
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