<![CDATA[The increasing competition in the culinary industry encourages business actors to implement effective marketing strategies to attract consumer interest. Promotion and price are factors that are considered to influence purchasing decisions, especially among Generation Z, who tend to be responsive to digital promotions and consider prices before making purchases. This study aims to determine and analyze the effect of promotion and price on purchasing decisions of Lazatto products among Generation Z in Tasikmalaya Regency. This research employed a quantitative approach with descriptive and verificative research types. The sampling technique used purposive sampling with a total of 110 respondents. Data were collected through questionnaires using a Likert scale and analyzed using SPSS through validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, partial testing (t-test), and coefficient of determination (R²). The results indicate that promotion and price have a positive and significant effect on purchasing decisions of Lazatto products, with price showing a more dominant influence than promotion. Therefore, attractive promotional strategies and appropriate pricing are important factors that should be considered to improve consumer purchasing decisions.]]>
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