<![CDATA[This study was conducted to determine the effect of E-Service Quality and Price on consumers’ Purchase Decisions at Kedai Seblak 21, Jurumudi Baru Branch, Tangerang, both partially and simultaneously. This study employed a quantitative approach. The sampling technique used was purposive sampling, with a total sample of 99 respondents. The data used in this study were obtained through questionnaires distributed to consumers of Kedai Seblak 21, Jurumudi Baru Branch, Tangerang. The data analysis techniques included validity testing, reliability testing, classical assumption tests, simple linear regression analysis, multiple linear regression analysis, correlation coefficient analysis, coefficient of determination analysis, t-test, and F-test. The results showed that partially, E-Service Quality had a positive and significant effect on Purchase Decisions, with a t-count of 10.077 > t-table of 1.985 and a significance value of 0.001 < 0.05. Price also had a positive and significant effect on Purchase Decisions, with a t-count of 10.174 > t-table of 1.985 and a significance value of 0.001 < 0.05. Simultaneously, E-Service Quality and Price had a positive and significant effect on Purchase Decisions, with an F-count of 65.138 > F-table of 3.09 and a significance value of 0.001 < 0.05.]]>
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