<![CDATA[This study showed that consumer motivation and consumer perception were psychological factors influencing purchasing decisions at the Kentucky Fried Chicken (KFC) Sentani Branch. Partially, consumer motivation had a significant negative effect on purchasing decisions, while consumer perception had a positive and significant effect. These findings indicated that higher consumer motivation did not necessarily lead to increased purchasing decisions, whereas positive consumer perceptions could encourage consumers to make purchases. Simultaneously, consumer motivation and consumer perception significantly influenced purchasing decisions. However, the coefficient of determination (R²) of 0.104 indicated that these two variables explained only a small proportion of the variation in purchasing decisions, suggesting that other factors outside the research model also contributed to consumer purchasing behavior. This study provided an empirical contribution by strengthening the understanding of the role of psychological factors in purchasing decisions within the context of non-metropolitan areas, particularly Jayapura Regency. From a practical perspective, the findings indicated that the management of the KFC Sentani Branch needed to maintain and improve positive consumer perceptions through product quality, service quality, and brand image while also considering other factors that could potentially influence purchasing decisions. Future research was recommended to develop a more comprehensive model by incorporating additional relevant variables to better explain consumer purchasing behavior.]]>
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