<![CDATA[Rice is a critical daily staple and a primary raw material for commercial food enterprises. This study aims to analyze the purchasing decision-making process of rice among food vendors in Kopelma Darussalam, Banda Aceh, by evaluating the simultaneous and partial effects of physical quality, price and brand, and supplier performance. A quantitative approach was conducted involving 30 food vendors using validated questionnaires and analyzed via multiple linear regression. The simultaneous test demonstrated that physical quality, price and brand, and supplier performance collectively exert a statistically significant influence on rice purchasing decisions (p=0.008, R^2=0.358). However, partial evaluation revealed that price and brand was the sole factor significantly driving purchase decisions (p=0.028), whereas physical quality and supplier performance showed no significant partial impacts. In conclusion, commercial rice procurement in this student-oriented culinary hub tends to be notably influenced by pricing competitiveness and brand trust, although the evaluated factors account for 35.8% of the decision-making process, leaving a substantial portion of variance to unmeasured external market dynamics.]]>
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