<![CDATA[This study aims to examine the effect of product quality, price, and lifestyle on purchasing decisions for imported fruits among consumers at Superindo Kelapa Dua, West Jakarta. This research is motivated by the increasing consumption of imported fruits, despite their relatively higher prices compared to local fruits. The study employs a quantitative approach using a survey method. Primary data were collected through questionnaires distributed to 100 respondents who had purchased imported fruits at Superindo Kelapa Dua. Data analysis was conducted using multiple linear regression with the assistance of SPSS software. The analysis included validity testing, reliability testing, classical assumption tests, F-test, t-test, and coefficient of determination. The results indicate that product quality, price, and lifestyle simultaneously have a significant effect on purchasing decisions. Partially, product quality and lifestyle have a significant influence on purchasing decisions, while price does not show a significant effect. These findings suggest that consumers tend to prioritize product quality and lifestyle compatibility over price considerations when purchasing imported fruits. This study is expected to contribute to the development of marketing management studies and provide practical input for retailers in formulating more effective marketing strategies. Keyword: product quality, price, lifestyle, purchasing decision, imported fruit]]>
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