<![CDATA[The demand for chicken meat continues to increase due to its high protein content and affordable price. This study was conducted to determine the factors influencing consumer decisions before purchasing broiler chicken meat at Kalitidu Market, Kalitidu District, Bojonegoro Regency. The subjects of this study were consumers who had purchased broiler chicken meat at least three times. A sample of 100 respondents was selected using the Accidental Sampling method, with interviews and questionnaires utilizing the Likert scale method. The variables studied included product factors (X1), location factors (X2), price factors (X3), income factors (X4), promotion and service methods (X5), and consumer decisions (Y). This research employed a descriptive quantitative method with multiple linear regression as the analytical tool. Tests for validity, reliability, and classical assumptions (normality, heteroskedasticity, and multicollinearity) were used to ensure data reliability. The determination of consumer decisions before purchasing broiler chicken meat was calculated through the variables of product factors, location factors, price factors, income factors, and promotion and service methods, all of which simultaneously have a significant influence on consumers before purchasing broiler chicken meat at Kalitidu Market. Understanding these factors is crucial for developing more effective marketing strategies. Keywords: consumer behavior, quality products, location, price, promotion and service, multiple linear regression. Permintaan daging yang terus meningkat karena kandungan proteinnya yang tinggi dan harganya yang terjangkau. Penelitian ini dilakukan untuk mengetahui faktor-faktor yang mempengaruhi keputusan konsumen sebelum membeli daging ayam broiler di Pasar Kalitidu, Kecamatan Kalitidu, Kabupaten Bojonegoro. Subjek penelitian ini adalah para konsumen yang membeli daging ayam broiler dengan minimal tiga kali pembelian. Sampel yang diambil sebanyak 100 responden dengan metode Accidental Sampling, wawancara dan penyebaran kuisioner menggunakan metode skala likert. Variabel yang diteliti mencakup faktor produk (X1), faktor lokasi(X2), faktor harga (X3), faktor pendapatan (X4), cara promosi dan pelayanan (X5), dan keputusan konsumen (Y). Penelitian ini menggunakan metode deskriptif kuantitatif dengan regresi linier berganda sebagai alat analisis. Uji validitas, reliabilitas, dan asumsi klasik (normalitas, heteroskedastisitas, dan multikolinearitas) digunakan untuk memastikan keandalan data. penentuan dari konsumen sebelum melakukan pembelian daging ayam broiler telah diperhitungan dalam variabel faktor produk, faktor lokasi, faktor harga, faktor pendapatan, promosi dan pelayanan secara bersamaan berpengaruh signifikan bagi konsumen sebelum melakukan pembelian daging ayam broiler di pasar Kalitidu. Pemahaman terhadap faktor-faktor ini penting untuk pengembangan strategi pemasaran yang lebih efektif]]>
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