<![CDATA[The purpose of this research is to determine the effect of service quality and price on purchasing decisions at rika motor workshop. The method used in this study is quantitative with a descriptive quantitative approach, and the population in this study consists of 2,726 consumers. The sampling technique employed is Slovin's formula, with data collected using questionnaires from a sample of 96 respondents. The analytical tools used include instrument testing, classical assumption testing, simple linear regression testing, multiple linear regression testing, autocorrelation testing, correlation coefficient testing, determination coefficient testing, and hypothesis testing. The results of the study show that the service quality variable has a positive and significant relationship with purchasing decisions at Rika Motor Workshop, with a significance value of 0.000 (< 0.05) and a t-value of 2.199 (> t-table 1.985). The price variable also has a positive and significant relationship with purchasing decisions at Rika Motor Workshop, with a significance value of 0.000 (< 0.05) and a t-value of 7.489 (> t-table 1.985). Simultaneously, the variables of service quality and price have a positive and significant relationship with purchasing decisions, with a significance value of 0.000 (< 0.05) and an F-value of 161.937 (> F-table 3.09). Therefore, it can be concluded that the variables of service quality and price have a positive relationship and a significant influence on purchasing decisions at Rika Motor Workshop.]]>
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