<![CDATA[This study aims to analyze the effect of product attributes and price perception on purchasing decisions of electronic products at Toko Sinar, Majene Regency. The study uses a quantitative approach with a survey method. The respondents consist of 51 consumers selected using accidental sampling. Data were collected through questionnaires with a Likert scale. The data were analyzed using validity tests, reliability tests, multiple linear regression analysis, and t-tests with the support of SPSS software. The results show that product attributes have a significant effect on purchasing decisions. Price perception also has a significant effect on purchasing decisions of electronic products. Simultaneously, product attributes and price perception have a significant influence on consumer purchasing decisions. These findings indicate that consumers consider product quality, features, design, and price suitability with perceived benefits before making a purchase. This study provides practical implications for Toko Sinar to improve competitiveness by optimizing product attributes and setting prices that match consumer expectations. ]]>
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