<![CDATA[This study aims to analyze the effect of price perception and digital promotion strategy on purchasing decisions for food products through food delivery applications among students of the Faculty of Teacher Training and Education, Universitas Ekasakti. This study employed a quantitative approach using multiple linear regression analysis. The population consisted of 277 students, while the sample comprised 164 respondents selected using a purposive sampling technique. Data were collected through questionnaires based on a Likert scale. The research instruments were tested for validity and reliability, and the data were analyzed using IBM SPSS Statistics version 25. The results showed that price perception had a positive and significant effect on purchasing decisions (Sig. = 0.019 < 0.05), digital promotion strategy also had a positive and significant effect (Sig. = 0.000 < 0.05), and both variables simultaneously had a positive and significant effect on purchasing decisions (F = 44.530, Sig. = 0.000 < 0.05). The coefficient of determination (R²) was 0.359, indicating that price perception and digital promotion strategy contributed 35.9% to purchasing decisions, while the remaining 64.1% was influenced by other factors outside this study. Therefore, improving price perception and implementing effective digital promotion strategies can enhance students’ purchasing decisions for food products through food delivery applications.]]>
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