Abstract
The purpose of this study was to prove and analyze price and service quality on purchasing decisions for baba rafi kebabs in Surabaya. This study involved 130 kebab consumers as a sample. The method used in this research is primary data collection through the use of questionnaires. The analytical tool used is multiple regression analysis. Instrument quality testing involves validity and reliability tests. The partial test results show that the variable product quality (X1) has a significant and positive influence on purchasing decisions (Y), price (X2) has a significant and positive influence on purchasing decisions (Y), and. The simultaneous test results show that the variables used in this research model, namely price and service quality, have a significant influence on the purchasing decision of baba rafi kebabs in Surabaya.
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