<![CDATA[Increasingly fierce business competition requires entrepreneurs to understand the factors that influence consumer purchasing decisions. This study aims to analyze the effects of price on purchasing decisions, the effect of product quality on purchasing decisions, and the simultaneous effect of price and product quality on consumer purchasing decisions at Nyokelat UMKM in Magelang, Central Java. This study employed a quantitative method using a survey approach. The study population consisted of all consumers of the Nyokelat UMKM, with a sample size of 100 respondents selected using purposive sampling. Data were collected through observation, literature review, documentation, and the distribution of questionnaires using a four-point Likert scale. Data analysis was performed using multiple linear regression. The results show that, when analyzed individually, the price variable has a negative and significant effect on purchasing decisions, with a calculated t-value of -5.209 greater than the critical t-value of 1.984 and a significance level of 0.000 < 0.05. The product quality variable also had a positive and significant effect on purchasing decisions, with a calculated t-value of 10.976 > the critical t-value of 1.984 and a significance level of 0.000 < 0.05. Simultaneously, the price and product quality variables had a significant effect]]>
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