<![CDATA[This study aims to analyze the influence of product quality and price perception on purchasing decisions at Yolanda Building Store in Tanggamus Regency. This study uses a quantitative approach with an associative research type. The population in this study were all consumers of Yolanda Building Store, with a sample of 98 respondents determined using accidental sampling techniques. Data were collected through a questionnaire with a Likert scale and analyzed using multiple linear regression analysis with the help of IBM SPSS Statistics software version 25. The results of the study indicate that partially product quality has a positive and significant effect on purchasing decisions. Price perception also has a positive and significant effect on purchasing decisions. Simultaneously, product quality and price perception have a positive and significant effect on consumer purchasing decisions at Yolanda Building Store in Tanggamus Regency. This finding indicates that consumers tend to consider the quality of building materials as well as the suitability and competitiveness of prices before making purchasing decisions. Based on the results of this study, it is recommended that Yolanda Building Store continue to maintain and improve the quality of the goods sold and set competitive prices that are in accordance with product quality to improve consumer purchasing decisions.]]>
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