<![CDATA[This study aims to determine the effect of service quality and price perception on consumer purchasing decisions at Pandawa Flower Stand. The problem raised in this study focuses on how service quality and price perception partially or simultaneously influence purchasing decisions. The method used in this study is a quantitative method with an ex post facto approach. This study uses a sampling technique that is purposive sampling. The sample used was 95 respondents who were consumers of Pandawa Flower Stand, and the data analysis technique used multiple linear regression with the help of SPSS software version 27. The results of the study show that partially, service quality has a significant effect on purchasing decisions, with a calculated t value of 11.095 and a significance of 0.001 <0.05. Likewise, price perception also has a significant effect on purchasing decisions, with a calculated t value of 7.248 and a significance of 0.001 <0.05. Simultaneously, service quality and price perception have a significant effect on purchasing decisions with a significance value of 0.001 < 0.05 and a coefficient of determination (Adjusted R Square) of 0.666, which means that 66.6% of purchasing decisions can be explained by these two variables. The conclusion of this study is that service quality and price perception have an important role in encouraging consumers to make purchases at Pandawa Flower Stand. Therefore, improving service quality and appropriate pricing strategies need to be continuously carried out to maintain and improve consumer purchasing decisions.]]>
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