<![CDATA[Competition in the culinary business requires companies to set appropriate prices and provide good service quality in order to improve customer purchasing decisions. This study aims to analyze the influence of price and service quality on the purchasing decisions of Kaka Cerdas Membership customers at Bolekaka Dimsum Jatiwaringin Branch. This research employed a quantitative approach with a population of 515 active customers and a sample of 84 respondents determined through probability sampling using the Slovin formula. The data were analyzed using multiple linear regression with the assistance of SPSS version 26. The results showed that price and service quality partially and simultaneously had a positive and significant effect on purchasing decisions, with a significance value of 0.000 < 0.05. Partially, the price variable contributed 30.3%, while service quality contributed 35.7% to purchasing decisions. Simultaneously, both variables contributed 50.9% to customer purchasing decisions. This study contributes to the consumer behavior literature by demonstrating that price and service quality are important factors influencing purchasing decisions among customers participating in a membership program in the culinary sector Therefore, improving service quality and setting appropriate prices can increase customer purchasing decisions at Bolekaka Dimsum Jatiwaringin Branch.]]>
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