<![CDATA[General Background The culinary business sector in Indonesia experiences continuous growth, driven by buyer demand for fast food and diverse beverage products. Specific Background Within this competitive industry, franchises attract buyers by offering affordable products, comfortable physical environments, and reliable staff assistance. Knowledge Gap Although promotional pricing, store environments, and staff reliability are known drivers of buyer behavior, their specific dominance and combined role in shaping transactions at regional franchise outlets remain underexplored due to varying buyer characteristics. Aims This quantitative study analyzes how price cuts, physical amenities, and staff assistance shape buyer choices at Dauhwaru and Pergung franchise locations in Jembrana Regency. Results Multiple linear regression analysis of 30 respondents reveals that price cuts, physical amenities, and staff assistance each positively and significantly determine buyer choices. Furthermore, these three factors simultaneously dictate overall buyer transactions. Novelty The research uniquely identifies that financial promotions, specifically price cuts, act as the most dominant determinant for buyers compared to the physical store environment and staff interactions. Implications Franchise management must strategically maintain attractive financial promotions while simultaneously upgrading store environments and employee standards to secure continuous sales in a highly competitive market. Highlights Price cuts act as the most dominant factor in shaping buyer choices. Comfortable physical amenities significantly encourage positive transaction outcomes. Reliable employee assistance simultaneously works with other variables to secure sales. Keywords Discounts; Facilities; Service Quality; Purchasing Decisions; Culinary Franchise]]>
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