<![CDATA[Competition in the culinary sector, particularly among ready-to-eat food Micro, Small, and Medium Enterprises (MSMEs), requires business owners to attract consumer interest through effective strategies. Product quality, menu variety, and physical evidence are important factors influencing consumer purchasing decisions in MSMEs. This study aims to analyze the effect of product quality, menu variety, and physical evidence on purchasing decisions at Sate Taichanosaurus Senayan, a culinary MSME. The research sample consisted of 139 consumers selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using Structural Equation Modeling (SEM) with SmartPLS 4.0 software. The results indicate that product quality, menu variety, and physical evidence have a positive and significant effect on purchasing decisions. These findings highlight the importance of maintaining product quality, providing diverse menu options, and offering attractive physical evidence to enhance consumer purchasing decisions in culinary MSMEs.]]>
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