<![CDATA[This study examines the partial and simultaneous influence of Product Quality, Price, and Location on consumer Purchasing Decisions at Resto Margentong Kaliwungu, prompted by the restaurant's fluctuating, gradually declining duck-and-chicken sales from January 2025 to March 2026. Using a quantitative associative design, 97 respondents were selected through purposive, non-probability sampling and surveyed with a 1-5 Likert questionnaire whose validity and reliability were confirmed via Pearson Product Moment correlation and Cronbach's Alpha. Data were tested for classical assumptions (normality, multicollinearity, heteroscedasticity) before multiple linear regression, t-tests, F-tests, and coefficient-of-determination analysis in IBM SPSS Statistics version 25. Product Quality (t = 2.980; sig. 0.004), Price (t = 2.666; sig. 0.009), and Location (t = 3.569; sig. 0.001) each show a positive, significant partial effect on Purchasing Decisions, while together the three variables produce a significant effect (F = 23.098; sig. 0.000) with an Adjusted R2 of 0.408, Location being the most influential predictor.]]>
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