<![CDATA[This study examines the effect of price, product quality, and location on the purchase decision of mie soun consumers at UD Putra Tunggal, Mergoluweh Village, Tulung District, Klaten Regency. The growth of micro, small, and medium enterprises (MSMEs) in Central Java has been significant, reaching 197,539 units in 2025, creating increasingly competitive market conditions that compel business actors to understand the factors driving consumer purchase decisions. This research employed a quantitative approach using a survey method with closed questionnaires distributed to 100 respondents selected through purposive sampling—consumers aged 21 years and above who had visited or purchased mie soun at UD Putra Tunggal. Data were analysed using multiple linear regression, classical assumption tests, and hypothesis testing through t-test, F-test, and coefficient of determination (R²). The results indicate that price, product quality, and location each partially have a positive and significant effect on purchase decisions. Simultaneously, the three variables also significantly influence purchase decisions with an F-value of 251.732 and significance of 0.000. The coefficient of determination (R²) shows that the three variables explain 88.7% of the variation in purchase decisions, while the remaining 11.3% is influenced by other factors outside this study. These findings confirm the relevance of the Theory of Consumer Behaviour in explaining purchase decision-making in the traditional food MSME sector.]]>
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