<![CDATA[Competition in the culinary business, particularly among micro and small food enterprises, has intensified due to the growing number of similar businesses at the local level. This study aimed to examine the effects of consumer price perception and product quality perception, both partially and simultaneously, on purchasing decisions at Kedai Mie Ayam dan Bakso Manshurin in Masaran District, Sragen Regency. A quantitative survey approach was employed, with primary data collected through questionnaires distributed to 100 consumers selected using purposive sampling. The data were analyzed using multiple linear regression, supported by classical assumption and hypothesis testing. The results indicated that both price perception and product quality perception significantly influenced purchasing decisions, with product quality perception showing a stronger effect. Simultaneously, the two variables contributed significantly to consumer purchasing decisions. These findings highlight the importance of competitive pricing accompanied by consistent product quality in shaping purchasing decisions in local culinary businesses.]]>
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