<![CDATA[The competition in the modern retail industry, especially in the premium supermarket segment, pushes companies to not only rely on having a complete range of products but also to offer added value through excellent service. This study aims to find out the effect of Service Quality and Product Quality, both partially and simultaneously, on consumer Purchase Decisions at Ranch Market Pesanggrahan. This research is a quantitative study with a causal associative approach. Data was collected through online questionnaires (Google Forms) from 100 respondents selected using purposive sampling. Data analysis included validity tests, reliability tests, classical assumption tests, and multiple linear regression using SPSS version 27. The study results show: (1) Service Quality partially has a positive and significant effect on Purchase Decision (t-count 8.361 > t-table 1.984); (2) Product Quality partially has a positive and significant effect on Purchase Decision (t-count 3.896 > t-table 1.984); (3) Service Quality and Product Quality together have a positive and significant effect on Purchase Decision (F-count 57.583 > F-table 3.09). The coefficient of determination (R²) indicates that these two independent variables can explain 54.3% of the variation in Purchase Decision, with Service Quality being the most dominant factor.]]>
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