<![CDATA[This study aims to examine the influence of price, sales promotion, and advertisement on consumers’ buying decisions at Kitoz Store Paiton, Probolinggo Regency. This research employed a quantitative approach with an explanatory research design. The population consisted of consumers of Kitoz Store in Paiton, Probolinggo, with a population size of 2,000 consumers. Using purposive sampling and the Slovin formula, 100 respondents were selected as the research sample. Primary data were collected through questionnaires using a five-point Likert scale. The data were analyzed using multiple linear regression, t-test, F-test, and coefficient of determination. The results indicate that price has a positive and significant effect on consumers’ buying decisions, with a regression coefficient of 0.249 and a significance value of 0.002. Sales promotion also has a positive and significant effect, with a coefficient of 0.404 and a significance value of 0.000. Advertisement has a positive and significant effect on buying decisions, with a coefficient of 0.306 and a significance value of 0.004. Simultaneously, price, sales promotion, and advertisement significantly influence buying decisions, as indicated by an F-value of 41.584 and a significance value of 0.000. The adjusted R-square of 0.593 indicates that the three independent variables explain 59.3% of the variation in consumers’ buying decisions, while the remaining 40.7% is explained by other factors outside the research model. ]]>
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