Abstract - This research aims to analyze the effect of pricing on purchasing decisions at Hawche Dimsum Bar. Utilizing a quantitative approach, data was collected through questionnaires distributed to customers. The study employs Pearson correlation analysis to determine the relationship between price setting and purchasing decisions. The results reveal a significant positive correlation, indicating that effective pricing strategies directly influence customer purchasing behavior. The findings suggest that both high and low pricing strategies can be beneficial, depending on market conditions and customer perceptions of value. This research contributes to the understanding of pricing dynamics in the food and beverage industry, offering practical insights for restaurant managers to optimize their pricing strategies to enhance customer satisfaction and sales. Based on the calculations carried out, it is known that the coefficient of determination is 53.29%. This shows that the Pricing variable contributes 53.29% to the Purchasing Decision variable. Meanwhile, the remaining 46.71% of the variation in purchasing decisions is influenced by other factors not examined in this research.

Keywords - pricing, purchasing decisions, pearson correlation, restaurant industry, customer behavior.