<![CDATA[This study aims to examine how product price and quality influence purchasing decisions at Toko Asih Lestari Cake in Bandung Regency. This study uses a quantitative method with a descriptive and verificative approach. The study involved 96 participants, determined using Lemeshow's formula. The data analysis techniques used include validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and the coefficient of determination.The results of the multiple linear regression analysis show the equation Y = 2,314 + 0,352X₁ + 0,487X₂. Partially, the price variable (X₁) has a significant effect on the purchase decision, with a calculated t-value of 3.215, which is greater than the table t-value of 1.985, and a significance value of 0.002, which is less than 0.05. The quality of the product variable (X₂) has a significant effect, as shown by a calculated t-value of 4.876, which is greater than 1.985, and a significance level of 0.000, which is less than 0.05. At the same time, both the price and quality of the product have a significant effect on the purchasing decision, with an F value of 45.632, which is greater than the F table value of 3.09, and a significance level of 0.000, which is less than 0.05. The coefficient of determination (R²) value of 0.495 shows that 49.5% of the purchase decisions are influenced by product price and quality, while the remaining part is affected by other factors not included in this study.]]>
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