<![CDATA[This study aims to analyze the effect of price and consumer motivation on purchase decisions at Thamrin Restaurant in Sibolga City, both partially and simultaneously. This study employed a quantitative approach using a descriptive-associative method. The population consisted of 630 consumers of Thamrin Restaurant in Sibolga City, with a sample of 63 respondents. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS software. The results showed that price had a positive and moderate relationship with purchase decisions, with a correlation coefficient of 0.501, while consumer motivation had a positive and low relationship with purchase decisions, with a correlation coefficient of 0.326. The multiple linear regression equation obtained was Y = 16.413 + 0.556X₁ − 0.016X₂. Partially, price had a positive and significant effect on purchase decisions, with a t-value of 3.410 and a significance level of 0.001. Meanwhile, consumer motivation had a negative but insignificant effect on purchase decisions, with a t-value of −0.113 and a significance level of 0.910. Simultaneously, price and consumer motivation had a significant effect on purchase decisions, as indicated by an F-value of 10.059 with a significance level of 0.000. The coefficient of determination (R²) of 0.251 indicates that price and consumer motivation explained 25.1% of the variation in purchase decisions, while the remaining 74.9% was influenced by other factors outside the research model.]]>
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