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Analytics

Akmal Umar; Azis Rachman; Nur Vadila Putri

International Journal of Economics and Management Sciences 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

The goal of the current study was to identify the motifs found in the pertinent empirical literature. Following a thorough review of the literature, the current study found that globalization has affected the employment rate, exacerbated gender disparities, and altered trade and employment in the labor market. Additionally, the study found that FDI has several significant impacts on sectorial employment, employment productivity, employment in the private sector, and employment creation. The study also showed that the mixed impacts of remittances on labor and employment vary across economies. In a similar vein, it has been demonstrated that trade openness influences employment shifts. Furthermore, the analysis highlights that technological advancement, often accelerated by globalization, contributes to labor market polarization by increasing the demand for high-skilled workers while reducing opportunities for low-skilled labor. The study emphasizes that while globalization offers opportunities for economic growth, it also poses challenges in achieving inclusive and equitable employment. Therefore, effective policy measures are required to balance trade liberalization, foreign investment inflows, and domestic labor protection. These findings contribute to a deeper understanding of how globalization shapes employment dynamics and economic structures, offering insights for policymakers aiming to promote sustainable labor market development.

Nurhijrah Ladiku; Nunung Suryana Jamin; Sulastya Ningsih

Jurnal Pendidikan Bahasa dan Anak Usia Dini 2025 Asosiasi Periset Bahasa Sastra Indonesia

This study was conducted at TK Negeri Lebiti, Togean District, Tojo Una-una Regency, Central Sulawesi, with the aim of determining the effect of the demonstration method on the social interaction skills of early childhood students. The background of this research is based on the importance of developing children’s social abilities from an early age through learning activities that involve direct participation and interaction. The main problem examined in this study is whether the demonstration method significantly influences the improvement of children’s social interaction skills. This research employed a quantitative approach with a quasi-experimental design. The sample consisted of two classes of children aged 4–6 years, comprising 12 children in the experimental class and 20 children in the control class, making a total of 32 participants. The experimental class was taught using the demonstration method, while the control class used conventional learning methods. Data were collected through observation and assessment of children’s social behaviors during learning activities. The collected data were analyzed using statistical techniques to test the research hypothesis. The findings are expected to provide empirical evidence regarding the effectiveness of the demonstration method in improving children’s social interaction skills within the context of early childhood education.

Anita Puspa Meilina; Roziman Roziman

Al-Tarbiyah: Jurnal Ilmu Pendidikan Islam 2025 STAI YPIQ BAUBAU, SULAWESI TENGGARA

The post-truth phenomenon has posed significant challenges to education, particularly Islamic education, in shaping a young generation that is both critical and religious. Generation Alpha, born and raised in a digital ecosystem, faces an overwhelming flow of information, disinformation, and opinion manipulation that often blurs the line between fact and falsehood. This study aims to analyze how Islamic education can respond to the post-truth crisis by fostering a critical-religious character among Generation Alpha. This research employs a qualitative library-based method, utilizing content analysis that integrates classical Islamic sources on epistemology such as al-haqq and tabayyun with contemporary findings on digital literacy and the psychosocial development of Generation Alpha. The findings indicate that Islamic education should focus on strengthening Islamic digital literacy, promoting dialogical learning that cultivates critical thinking, and integrating strong spiritual values. Curriculum transformation, the role of teachers as epistemic role models, and the support of families and communities are essential in creating an educational ecosystem capable of countering post-truth influences. Thus, Islamic education serves as both a moral and intellectual safeguard, protecting Generation Alpha from the crisis of truth while preparing them to be critical, adaptive, and religious Muslims in the digital age.

Hanumatul Hasuna Soraya; Khuriatus Salamah; Fahmi Ulum; Mu’alimin Mu’alimin

Al-Tarbiyah: Jurnal Ilmu Pendidikan Islam 2025 STAI YPIQ BAUBAU, SULAWESI TENGGARA

A leader who has a good leadership spirit will be able to maximize his performance so that the desired goals can be realized. Leadership from a psychological perspective discusses the leader's personality. This research aims to reveal the leader's personality based on a psychological perspective including the leadership model applied that influences success in leading. Leadership style influences how the leader is viewed or respected by the individuals being led. It is hoped that the results of this literature review can be used as research or information that can be used as a theoretical basis for further research in leadership based on psychological aspects.  

Elis Setiawati; Windri Gusnita; Annisah Kurniati; Suci Yuniati; Depriwana Rahmi

Bilangan : Jurnal Ilmiah Matematika, Kebumian dan Angkasa 2025 Asosiasi Riset Ilmu Matematika dan Sains Indonesia

Real analysis is one of the main branches of mathematics that serves as a fundamental foundation for the development of science and technology. This study emphasizes the understanding of basic concepts such as real numbers, limits, continuity, the principle of mathematical induction, as well as deductive and axiomatic approaches as a strong framework for mathematical proofs. This research employs the Systematic Literature Review (SLR) method by examining articles and journals related to both the theoretical aspects and the implementation of real analysis in solving mathematical problems. The findings indicate that the application of Polya’s method, visualization through demonstration, and the use of modern technology such as augmented reality (AR) can enhance the effectiveness of real analysis learning. These approaches help students connect abstract concepts with real applications, thereby strengthening logical, systematic, critical, and rigorous thinking skills. However, several learning difficulties are also identified, including the complexity of the material, weak learning habits, social influences, and inappropriate teaching strategies. Therefore, more applicative, interactive, and contextual learning strategies are needed to support the achievement of learning objectives. The conclusion of this review highlights that the integration of theoretical understanding, problem-solving methods, and innovative technology is a strategic step to improve students’ thinking quality in real analysis courses. Thus, real analysis is not only positioned as a theoretical subject but also as a medium for developing problem-solving abilities and higher-order thinking skills that are relevant to both academic needs and real-world applications.

Fitria Kurniasari; Aprilia Dian Evasari; Beny Mahyudi Saputra

Riset Ilmu Manajemen Bisnis dan Akuntansi 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aimed to better understand how factors like price, taste, and location affect how much consumers want to buy Elo Pia Kediri products. The research used a quantitative method because it helps collect objective and measurable information that can be analyzed using statistics to make clear conclusions. The data came from two main places: primary and secondary sources. Primary data was gathered directly from consumers through questionnaires that asked about price, taste, location, and how much they wanted to buy the product. Secondary data was collected from books, articles, and other documents related to the topic. The study included all consumers who had bought Elo Pia Kediri products. However, since the total number of people wasn’t known and was quite large, the researcher selected a representative group. The sample size was 96 people. The method used to choose participants was accidental sampling, which means people were selected randomly or by chance as they were met at the research location and agreed to take part. The results showed that price has a big effect on how much consumers want to buy the product. This means the prices set by Elo Pia Kediri match what consumers can afford and what they think is fair, which helps them decide to buy. When prices are seen as fair, affordable, and matching the quality of the product, it encourages people to make purchases. Taste also strongly influences buying interest. When a product has a tasty and unique flavor that fits what people like, it makes them interested in buying it. Taste is an emotional factor that affects how happy consumers are with the product and makes them want to buy it again. Location also plays a big role in how much people want to buy. A location that is easy to reach and close to where people usually go out makes it easier for them to buy Elo Pia Kediri products. The F test showed that together, price, taste, and location all have a significant impact on how much consumers want to buy the product.  

Ach. Sofauzzad; Eka Varida Kusuma

Akhlak : Jurnal Pendidikan Agama Islam dan Filsafat 2025 Asosiasi Riset Ilmu Pendidikan Agama dan Filsafat Indonesia

Education plays a crucial role in shaping the personality, morals, and spiritual values of students. In the Islamic perspective, education is not solely focused on the mastery of knowledge but also includes the cultivation of noble character, the strengthening of faith, and the enhancement of religiosity as a form of devotion to Allah Swt. Islamic boarding schools (pondok pesantren), as traditional Islamic educational institutions, have a strategic role in instilling these values through religious activities, the teaching of classical Islamic texts (kitab kuning), and the habituation of virtuous behavior. Pesantren serve not only as centers of learning but also as institutions for character formation and spiritual development. However, the forces of globalization and modernization bring new challenges in the form of cultural, technological, and informational influences that often conflict with Islamic values. Therefore, pesantren are required to develop adaptive, innovative, and relevant educational strategies that align with contemporary needs without losing their Islamic identity. One effective approach is the implementation of Islamic counseling, a process of psychological and spiritual guidance grounded in the Qur’an and Sunnah. Through this counseling, students are expected to strengthen their faith, enhance their religiosity, and develop moral resilience in facing the dynamics of modern life based on strong Islamic values.

Shadiqatil Aqwal; Feri Ferdian

Jurnal Manajemen Pariwisata dan Perhotelan 2025 International Forum of Researchers and Lecturers

This research start with the service quality problem regarding those who wish to visit again. This research employed a descriptive research design using quantitative data. This research used both primary and secondary data sources. Tourists at the Nyarai Lubuk Alung Waterfall tourist attraction make up the research population. Using non-probability sampling techniques, the research sample consisted of 276 consumers. Purposive sampling research is the type that is carried out. A Likert scale questionnaire that has gone through validity and reliability testing is used as a collection for data tool and then processed with SPSS 25.00. The results of this research shown that service quality is in the quite agree category, namely 51.81%. Furthermore, the variable desire to visit again is in the agreed category, namely 35.51%. The impact of service quality (X) influences the desire to visit again (Y), with a score of 11.1% and 88.9% influenced by other factors. Additionally, the results of the multiple linear regression analysis yielded a t value of 0.450 with sig. 0.000 < 0.05 and a calculated F value of 1.203 with sig. 0.000 < 0.05, indicating a significant effect of the service quality variable on the desire to return.

Ni Putu Helda Silpia Apriyani

Gemawisata: Jurnal Ilmiah Pariwisata 2025 Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia

This study aims to explore the meaning of hospitality as experienced by front office employees of five-star hotels in South Kuta, Bali, using a phenomenological approach. As the frontline in guest interactions, the subjective experience of employees significantly influences service quality, guest satisfaction, and the hotel's image. Data collection was carried out through semi-structured interviews with 18 informants, observation, and internal documentation. Data analysis followed a descriptive phenomenological procedure to produce rich contextual descriptions. The findings indicate that hospitality for front office employees is complex and influenced by both internal and external factors, including professional identity, emotional labor, and the quality of interpersonal relations with guests. Although existing theoretical frameworks are relevant, there are gaps between theory and practice in stress management and the effectiveness of compensation. Recommendations include the development of emotional training programs, non-financial rewards, and employee involvement in job redesign and retention strategies based on competence development. These strategies are expected to improve job satisfaction, service quality, and guest loyalty.

Qurrotul A’yuni; Nurus Sobakh; Etta Mamang Sangadji

Jurnal Riset Rumpun Ilmu Pendidikan 2025 Lembaga Pengembangan Kinerja Dosen

This study is grounded in the importance of equipping prospective teachers with professional competencies required in the digital era. The Kampus Mengajar program provides students with practical teaching experiences through direct involvement in schools, while mastery of TPACK is essential for designing instruction that aligns with contemporary educational demands. The purpose of this research is to examine the influence of participation in the Kampus Mengajar program and TPACK mastery on the teaching readiness of students in the Faculty of Pedagogy and Psychology at Universitas PGRI Wiranegara. The study adopts the TPACK framework, which integrates content, pedagogy, and technology. Using a quantitative associative design, the research involved 86 respondents from cohorts 5 to 8 of Kampus Mengajar participants. Data were analyzed through multiple linear regression. The findings indicate that participation in the Kampus Mengajar program has a positive and significant effect on teaching readiness (t = 3.132 > t-table 1.989; sig. = 0.002). Likewise, TPACK mastery significantly influences teaching readiness (t = 8.520; sig. = 0.000). Simultaneously, both variables show a significant effect on teaching readiness (F = 103.752 > F-table 3.105; sig. = 0.000). The study concludes that engagement in Kampus Mengajar and TPACK competence, both individually and jointly, contribute to preparing students for the teaching profession. These results highlight the need for higher education institutions to strengthen practical programs and foster the integration of pedagogy and technology in teacher education.

Resga, Arie; Nurhasanah, Nina

KOMPAK : Jurnal Ilmiah Komputerisasi Akuntansi 2025 Universitas Sains dan Teknologi Komputer

This study aims to examine the influence of servant leadership (SL) on perceived organizational support (POS), job satisfaction (JS), job embeddedness (JE), and turnover intentions (TI) among private bank employees in West Jakarta. The research is motivated by the high turnover rate in the banking industry, despite organizational efforts to strengthen leadership and employee support. A total of 154 employees participated by completing an online Likert-scale questionnaire, and the data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.1.0.9. The findings reveal that SL positively and significantly influences POS (β=0.667), JS (β=0.585), and JE (β=0.579). Furthermore, POS (β=−0.328), JE (β=−0.386), and JS (β=−0.220) significantly and negatively affect TI. Predictive relevance is supported with Q² values ranging from 0.283 to 0.604, while model fit testing using SRMR yielded 0.050 (saturated) and 0.127 (estimated). Bootstrapping was conducted with 5,000 resamples, two-tailed testing, bias-corrected accelerated (BCa), and 95% confidence intervals. Theoretically, this research strengthens the literature by demonstrating that SL enhances workplace relationships through improved POS, JS, and JE, which subsequently reduces turnover intentions. Practically, the findings provide implications for banking management to adopt servant leadership as a strategic approach to employee retention. Nevertheless, despite high levels of POS, JS, and JE, some respondents still report turnover intentions, indicating the presence of unmodeled external factors such as career opportunities, workload, or industry dynamics. This study is limited by its cross-sectional design and one-time self-report measurement; thus, generalizations and causal inferences should be made with caution.

Blackie Okosun Hassan; Blackie Funmilayo Faustina; Edebiri Ogbemudia Endurance; Olukayoden Seun Bidemi; Abel Odosa Pamela

International Journal of Public Health 2025 Asosiasi Riset Ilmu Kesehatan Indonesia

Child abuse is a significant public health problem with long-lasting impacts on the physical, emotional, and psychological growth of children. Perception and awareness of child abuse among women in Okabere Community, Benin City, Edo State, Nigeria, were examined. A descriptive cross-sectional study design was used, and the data were collected from 133 women using a structured questionnaire. Findings revealed that 82% of the respondents were aware of child abuse, and 62.4% quoted schools and 20.3% places of worship as sources of information. Most were aware of sexual (28.6%) and physical abuse (21.8%) more than emotional abuse (17.3%) and neglect (14.3%). Perception was influenced by socio-cultural as well as economic influences because 60.2% quoted cultural beliefs and 80.5% blamed poverty for abuse. While almost all of the participants agreed that child abuse was a serious issue (80.5%), only 47.4% engaged in prevention activities. Community education, culturally targeted interventions, and women's empowerment are urgently needed for the prevention of child abuse in rural areas, as the study suggests.

Maria Stephanie; Duta Liana; Idrus Jusat

International Journal of Entrepreneurship and Management 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

In the healthcare sector, patient revisit intention serves as an important measure of hospital success, influencing financial stability, operational effectiveness, and long-term patient retention. With increasing competition, hospitals must strengthen trust, improve service quality, and maintain a positive institutional image to retain patients. This study focuses on the declining number of non-BPJS (non-insured) patients at Cinta Kasih Tzu Chi Hospital, Cengkareng, which impacts revenue sustainability. The research aims to assess how trust and customer perceived value affect revisit intention, and whether hospital image moderates these relationships. A quantitative approach was applied using a structured questionnaire distributed to 95 non-BPJS outpatients who had previously sought treatment more than once. Data were analyzed through Structural Equation Modeling (SEM) using the Partial Least Squares (PLS) method via SmartPLS software. The findings reveal that both trust and perceived value significantly and positively influence revisit intention, implying that patients with strong trust and satisfaction tend to return. Although hospital image directly influences revisit intention, it does not significantly moderate the link between perceived value and revisit intention. Therefore, hospitals are advised to enhance patient trust and perceived value while sustaining a credible institutional image to strengthen loyalty among non-BPJS patients

Hanna Letare Winroriauli Sinaga; Berlianti Berlianti

Concept: Journal of Social Humanities and Education 2025 Sekolah Tinggi Ilmu Administrasi Yappi Makassar

This study was motivated by the high number of stunted children found in stunting locations, namely in Kelurahan Kahean and Sigulang-gulang, Kecamatan Siantar Utara, Kota Pematangsiantar. This study also found indications of inadequate parenting patterns in terms of nutrition and child health care. This condition is a serious concern because stunting not only affects children's physical growth but also influences their cognitive development and future quality of life. To understand this phenomenon in depth, this study used a qualitative method with a descriptive approach. Data were collected through in-depth interviews, observations, literature studies, and documentation, involving six main informants. The results of the study revealed that 4 of the 6 parents with stunted children practiced inadequate parenting, particularly neglectful parenting, which was the most dominant parenting style. This neglectful parenting style was characterized by a lack of adequate supervision and attention to providing nutritious food and health care for children. Parents who apply this parenting style tend to consistently ignore their children's nutritional and health needs, thereby increasing the risk of stunting. In addition, some parents also apply a permissive parenting style, which is characterized by allowing children to freely choose food without clear boundaries or rules. As a result, children often consume unhealthy foods and have irregular eating schedules. In addition to parenting factors, limited socioeconomic conditions also exacerbate the risk of stunting. Parents' low level of knowledge about balanced nutrition and child health care further increases the likelihood of children experiencing stunting. This shows that economic and educational factors are major obstacles in efforts to prevent stunting in the Kecamatan Siantar Utara.

Saskia A. Hasibuan; Berlianti Berlianti

Concept: Journal of Social Humanities and Education 2025 Sekolah Tinggi Ilmu Administrasi Yappi Makassar

The family plays a central role in shaping children’s growth and well-being, particularly in marginalized communities where access to education and healthcare is limited. This study aims to describe the forms of family support in improving the well-being of children at Sanggar Anak Sungai Deli, a non-formal educational institution located along the banks of the Deli River in Medan City. Using a qualitative descriptive approach, the research involved observations, in-depth interviews, and documentation. The informants included families of children, sanggar administrators, and children actively participating in the program. The findings reveal that family support is manifested in six main indicators: (1) positive emotional relationships, (2) provision of safety and comfort, (3) instilling positive values, (4) support for education and talent development, (5) protection from negative influences, and (6) partial fulfillment of basic needs. These supports contribute significantly to children’s emotional, social, and intellectual well-being, although the physical aspect remains less fulfilled due to economic constraints. Despite limited financial resources, families demonstrate care and commitment to supporting their children’s development. Sanggar Anak Sungai Deli serves as an essential partner by providing a safe and supportive learning environment. This study concludes that family involvement, combined with community-based interventions such as SASUDE, is crucial in ensuring holistic child well-being. The implications highlight the importance of strengthening collaboration between families, community organizations, and government to address gaps in child welfare programs in marginalized areas.  

Trian Maulana Ibrahim

Jurnal Ilmiah Ekonomi, Akuntansi, dan Pajak 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to identify the factors influencing pilgrims’ satisfaction at PT. Lianti Tour & Travel in Malang City, with service quality as an intervening variable. The research employed a quantitative approach using Partial Least Square (PLS) analysis. The sample consisted of Umrah pilgrims who had used PT. Lianti Tour & Travel’s services. The variables examined include price, income, preference, facilities, service quality, and customer satisfaction. The results indicate that price and income have no significant effect on service quality or customer satisfaction. Likewise, facilities do not significantly influence either variable. In contrast, preference has a positive and significant effect on service quality and indirectly influences satisfaction through the mediating role of service quality. The findings highlight that service quality has a strong and significant impact on customer satisfaction, making it the key factor in creating a fulfilling Umrah experience. This research implies that Umrah travel agencies should prioritize improving service quality and understanding customer preferences to maintain loyalty and trust among pilgrims in the long term.

M. Khoirullah; A. A. Miftah; Ahsan Putra Hafiz

Jurnal Akuntan Publik 2025 International Forum of Researchers and Lecturers

This study aims to (1) to find out how the role of Islamic microfinance institutions on micro businesses in Jambi city. (2) to find out how the development of Islamic microfinance institutions in Jambi city. (3) to find out what efforts are made by Islamic microfinance institutions (BMT) to increase their role towards micro enterprises in Jambi city. The problems discussed in this thesis are (1) how the role of Islamic microfinance institutions on micro businesses in Jambi city. (2) what influences the role of Islamic microfinance institutions (BMT) on micro businesses. (3) what efforts are made by Islamic microfinance institutions (BMT) to increase their role towards micro business ventures in Jambi city. The research method used is descriptive qualitative. The descriptive method of analysis is obtained through data sourced from observation, interviews, and documentation as well as other sources that support field research by finding data sources directly from the field, namely from the BMT through data collection and interviews with the parties concerned. The results of this study are the Financing mechanism at BMTs in Jambi city, namely BMT Al-Ishlah, BMT KOSSUMA, and BMT. Muslimah Masyitoh tends to be the same, the difference lies only in the tax year of the vehicle financing ceiling, and the length of installments. Financing includes several contracts, namely murabahah, ijarah, ar-Rahn, mudharabah, musyarakah and qordhul hasan. Analysis before channeling financing at BMT for prospective financing members includes: Character, Capital, Capacity, Condition, and Coleterol. The importance of Islamic microfinance by BMTs in Jambi city in empowering MSMEs is evidenced by the main target of BMT financing is small business actors who are not reached by banks. Simple procedures and applied financing are needed by Jambi city MSMEs in developing their businesses. The constraints of the Jambi city BMT cooperative in carrying out its business, namely financing in the context of empowering MSEs, include internal constraints and external constraints.

Bayu Cakra Wijaya; Trisnia Widuri; Kukuh Harianto

Jurnal Penelitian Manajemen dan Inovasi Riset 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study was conducted to evaluate and confirm hypotheses related to communication, work discipline, and work environment as determinants of employee performance at Pabrik Rokok Cengkir Gading Nganjuk. A quantitative approach with an associative method was adopted. The research utilized a non-probability sampling strategy, specifically the saturated sample method, by involving all 53 employees in the production section. Data were processed using SPSS version 26 and analyzed through validity, reliability, normality, linearity, multicollinearity, heteroscedasticity, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²). Findings indicate that communication has a positive but insignificant effect on performance (Sig. 0.131 > 0.05). In contrast, work discipline significantly and positively influences performance (Sig. 0.016 < 0.05), while the work environment has a positive but insignificant effect (Sig. 0.052 > 0.05). On the other hand, communication, work discipline, and work environment together significantly affect employee performance (Sig. 0.000 < 0.05). The overall contribution of these three independent variables is 47.9%, with the remaining 52.1% explained by other unobserved variables.

I Gusti Ngurah Anom Mahaputra; Ni Made Asti Aksari

International Journal of Management Science and Business 2025 International Forum of Researchers and Lecturers

The development of digital technology and the massive penetration of social media have transformed consumption patterns, particularly among younger generations. Excessive use of social media may lead to addictive behavior, which has the potential to trigger psychological anxiety such as fear of missing out, and ultimately encourage impulse buying behavior. Denpasar City, as a center of urbanization and consumption in Bali, serves as an appropriate location to examine this phenomenon, as its community tends to be consumptive and highly active in social media use. The purpose of this study is to explain the role of fear of missing out in mediating the effect of social media addiction on impulse buying. This study employs Uses and Gratifications (U&G) theory as the theoretical foundation, with a sample of 130 respondents selected using purposive sampling. Data collection was conducted through a questionnaire method. The study applied descriptive and inferential techniques, including Path Analysis, Classical Assumption Test, and Sobel Test. The findings reveal that fear of missing out mediates the effect of social media addiction on impulse buying. This study strengthens the understanding that social media not only influences social interaction but also shapes impulsive consumption behavior as a result of psychological pressure and exposure to digital content.

Rizky Ardian Saputra; Aprilia Dian Evasari; Endah Kurniawa

Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to thoroughly examine the influence of menu variety, taste, and price on customers' purchasing decisions at CEZ-ROS Restaurant, located in Kediri Regency. Understanding these factors is crucial for the restaurant to enhance customer satisfaction and improve sales performance. The research employs a quantitative approach with an associative research type, designed to explore relationships between variables. The sampling technique used is accidental sampling, where respondents were selected based on convenience and their availability during the data collection period. This method allows for practical and efficient data gathering from actual restaurant customers. Data analysis involves several statistical tests to ensure accuracy and reliability. Initially, validity and reliability tests were conducted to confirm the suitability of the questionnaire. Then, multiple linear regression analysis was used to determine how menu variety, taste, and price individually and collectively influence purchasing decisions. Additionally, t-tests assessed the significance of each independent variable, while the F-test evaluated their simultaneous effect. The coefficient of determination (R²) provided insight into how much variation in purchasing decisions could be explained by these variables. The results indicate that menu variety, taste, and price significantly impact purchasing decisions both individually and together. Specifically, customers prefer restaurants offering a diverse menu, delicious food, and reasonable pricing. The F-test confirms the strong combined effect of these factors on consumer behavior. However, the coefficient of determination also suggests that while these variables are important, other external influences such as service quality, ambiance, and promotions may also affect purchasing decisions. Overall, this study highlights that CEZ-ROS Restaurant should focus on maintaining menu diversity, enhancing taste quality, and setting competitive prices to attract and retain customers effectively.