<![CDATA[The culinary industry in Bandung faces intense competition, with Kedai Mojok Yuk Batununggal experiencing declining sales from Rp14,729,000 (May 2025) to Rp11,324,000 (October 2025) due to uncompetitive prices and non-strategic location; this study aims to analyze the partial and simultaneous effects of price and location on purchasing decisions using a quantitative descriptive-verification approach on a population of 2,767 consumers (May-October 2025) with a sample of 96 respondents, employing questionnaires and observations analyzed via classical assumption tests, multiple linear regression (Y=6.953+0.712X1+0.539X2), t-tests, F-tests, and coefficient of determination (adjusted R²=0.753); results show price positively and significantly affects purchasing decisions (t=5.381, p<0.001), location positively and significantly affects purchasing decisions (t=4.474, p<0.001), and both simultaneously significant (F=145.550, p<0.001); thus, price and location are key drivers of purchasing decisions, recommending the shop optimize competitive pricing and location accessibility for sales recovery.]]>
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