This research aims to determine the impact of price, product quality, and word of mouth on purchase intention of PKL Mrican. The research method used is quantitative research. The data collection technique uses a questionnaire via Google Forms with a purposive sampling technique. The sample in this research were consumers of PKL Mrican who were active students at Sanata Dharma University, Yogyakarta. The analytical methods used are instrument testing, classical assumption testing, multiple linear regression analysis and hypothesis testing. The results of this research show that the variables price, product quality, and word of mouth have a positive and significant effect on customers' purchase intention of PKL Mrican.

Keywords: price, product quality, word of mouth, purchase intention