<![CDATA[This study aims to determine the effect of product quality and price on purchasing decisions for Dendeng DW products. This research employed a quantitative approach with an associative method. The research population consisted of consumers who knew or had purchased Dendeng DW products. The sample consisted of 100 respondents selected through questionnaire distribution using a Likert scale. Data were analyzed using multiple linear regression with the assistance of the Statistical Package for the Social Sciences (SPSS). The data analysis included validity testing, reliability testing, normality testing, multicollinearity testing, heteroscedasticity testing, multiple linear regression analysis, coefficient of determination, model feasibility testing, and partial testing. The results showed that product quality had a positive and significant effect on purchasing decisions, as indicated by a t-value of 4.444 with a significance level of <0.001. Price also showed a positive and significant effect on purchasing decisions based on the test results obtained. Furthermore, the model feasibility test showed that the regression model was feasible, with an F-value of 11.950 and a significance level of <0.001. The Adjusted R Square value of 0.681 indicates that product quality and price explained 68.1% of the variation in purchasing decisions, while the remaining 31.9% was explained by other factors not examined in this study. Therefore, product quality and price are important factors that should be considered in improving consumers' purchasing decisions for Dendeng DW products.]]>
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