This research aims to empirically examine the impact of price and service quality on consumer purchasing decisions at Richeese Factory in Cikarang. The primary focus of this study is to identify the extent to which price and service quality influence consumer purchasing decisions and to establish the causal relationship between these variables. The approach utilized in this research is a quantitative method, involving data collection from a selected population. A purposive sampling technique was employed, with the criteria that respondents be at least 17 years old, reside in Cikarang, and be active consumers of Richeese Factory within the last month. The sample size was determined to be 96 respondents using the Lemeshow formula. Data were collected through questionnaires and analyzed using statistical methods to test the hypotheses. The results of the multiple linear regression analysis indicate that both price and service quality have a significant impact on purchasing decisions. Each unit improvement in price is expected to increase purchasing decisions by 0.607, while improvements in service quality contribute an additional 0.291. The correlation between the variables falls within the moderate category, with an R value of 0.581. The coefficient of determination indicates that 33.70% of purchasing decisions are influenced by price and service quality. Practical recommendations for the management of Richeese Factory Cikarang include enhancing visibility on price comparison applications, providing guarantees in the form of vouchers or complimentary food for consumers experiencing delays, and creating special promotional packages to encourage exploration of the spicy flavor variants offered.