<![CDATA[This study aims to analyze the partial and simultaneous effects of location and price on consumer purchase decisions at Maju Bersama MMTC Medan. A quantitative approach with a causal associative design was used. The sample consisted of 62 respondents selected through incidental sampling. Data were collected using questionnaires and observation and analyzed using multiple linear regression, supplemented by the t-test, F-test, and coefficient of determination. The results show that location has a positive and significant effect on purchase decisions (B = 0.622; t = 12.034; p < 0.001). Price also has a positive and significant effect (B = 0.166; t = 2.858; p = 0.006). Simultaneously, location and price significantly affect purchase decisions (F = 231.432; p < 0.001), with a coefficient of determination (R²) of 0.887, indicating that the model explains 88.7% of the variation in purchase decisions. Based on the standardized beta coefficients, location (0.793) has a stronger relationship with purchase decisions than price (0.188). Management is advised to maintain accessibility, visibility, and parking comfort, and to evaluate customers' price perceptions regularly.]]>
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