<![CDATA[Abstract This study aims to analyze the influence of price, product variation, and service quality on purchasing decisions at Dapur Cece Wulan in Jombang Regency. Using a quantitative approach, data were collected through questionnaires distributed to 65 respondents. Data analysis was conducted using multiple linear regression to test the simultaneous and partial effects of the independent variables on the dependent variable. The results show that simultaneously, price, product variation, and service quality significantly affect purchasing decisions. Partially, price and product variation have a significant influence, while service quality does not show a significant effect. These findings indicate that appropriate pricing strategies and improvements in service quality are key factors in encouraging consumers to make purchases at Dapur Cece Wulan. Keywords: Price, Product Variation, Service Quality, Purchasing Decision, Dapur Cece Wulan]]>
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