<![CDATA[This study aims to determine the influence of product quality and price on purchasing decisions at the Es Berkah business in Soppeng Regency. The research uses a quantitative approach with data collected through questionnaires distributed to consumers who have made purchases at Es Berkah. The variables studied include product quality and price as independent variables, and purchasing decision as the dependent variable. Data analysis was conducted using multiple linear regression. The results show that both product quality and price have a positive and significant effect on purchasing decisions. Among the two variables, product quality has a stronger influence. These findings suggest that improving product quality while maintaining competitive pricing can effectively increase consumer purchasing decisions at Es Berkah. The study provides practical implications for small business operators to focus on quality improvement strategies to strengthen market positioning.]]>
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