<![CDATA[This study aims to analyze the effect of product quality and price on purchasing decisions at Yasaka Fried Chicken Pandan, Central Tapanuli Regency. This study employed a quantitative method with descriptive and correlational approaches. The population consisted of 103 consumers of Yasaka Fried Chicken Pandan, with a sample of 40 respondents. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, the coefficient of determination, partial tests (t-test), and simultaneous tests (F-test). The results showed that the research instruments met the criteria of validity and reliability. The coefficient of determination analysis indicated that product quality and price explained 28.8% of the variation in purchasing decisions, while the remaining percentage was influenced by other factors outside the scope of this study. The hypothesis testing results demonstrated that product quality and price simultaneously influenced purchasing decisions at Yasaka Fried Chicken Pandan, Central Tapanuli Regency. These findings indicate that improving product quality and implementing appropriate pricing strategies are important factors in encouraging consumer purchasing decisions.]]>
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