<![CDATA[This study aims to analyze the influence of price perception, product quality, and promotion on consumer purchasing decisions at CV Happy Jaya Plastik Kediri. The research employed a quantitative descriptive approach using a survey method. A total of 96 respondents were selected through purposive sampling, consisting of consumers who had made at least two purchases. Data were collected using a five-point Likert scale questionnaire and analyzed through multiple linear regression using SPSS version 25.0. The results show that both partially and simultaneously, price perception, product quality, and promotion have a positive and significant effect on purchasing decisions. Among these variables, promotion has the most dominant influence, indicating that well-targeted promotional activities can effectively increase consumers’ purchasing intentions and decisions. The coefficient of determination (R²) of 0.781 suggests that these three variables explain 78.1% of the variation in purchasing decisions, while the remaining 21.9% is influenced by other factors outside the model. The findings of this study are expected to serve as a reference for companies in formulating more effective marketing strategies aligned with consumer behavior.]]>
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