Abstract
This study aims to analyze the effect of Price, Promotion, Product Variation, Packaging Design, and Location on consumers' Purchase Intention toward Rendang Uniadek products in Padang City, both partially and simultaneously. The study is motivated by fluctuating sales of Rendang Uniadek amid intense competition in the rendang business in Padang City. A quantitative, associative approach was used. The sample consisted of 120 consumers determined through non-probability purposive sampling. Data were collected through questionnaires, observation, interviews, and documentation, then analyzed using descriptive analysis and multiple linear regression with the aid of SPSS version 24.0 and Eviews. The results show that Price, Promotion, Product Variation, Packaging Design, and Location each have a positive and significant effect on Purchase Intention, with significance values of 0.000, 0.006, 0.045, 0.004, and 0.014 respectively (< 0.05). Simultaneously, the five variables also have a significant effect on Purchase Intention, evidenced by an F-value of 22.323 (significance 0.000 < 0.05) and a coefficient of determination (R²) of 0.495, meaning the five variables explain 49.5% of the variation in Purchase Intention. Price is the variable with the largest relative contribution (Standardized Beta 0.366). The study recommends that business owners align price with product quality, intensify promotional activities, expand product variation, improve packaging design, and maintain convenient location access in order to increase consumer purchase intention.