<![CDATA[Purpose – This study aims to examine the influence of price, business location, and promotion on consumer purchase intention toward Nyotoo.gang culinary products in Magelang City. Design/methodology/approach – This study employs a quantitative explanatory research design targeting residents of Magelang City who are aware of the Nyotoo.gang business. A total of 120 respondents were selected as the sample. Data were collected using structured questionnaires and analyzed using instrument testing, classical assumption tests, multiple linear regression, and hypothesis testing with IBM SPSS Statistics 25 for Windows. Findings – The results indicate that price, business location, and promotion each have a positive and significant effect on purchase intention. These findings suggest that competitive pricing, strategic business location, and effective promotional activities are key determinants in shaping consumer intention to purchase culinary products. Originality/value – The originality of this research lies in its focus on purchase intention toward a local Magelang-based culinary brand, a context that remains limited in existing literature. The findings provide new insights into how fundamental marketing variables simultaneously influence consumer behavior in small urban markets.]]>
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