WIJAYANTHI, N.P.P.A. 2025. THE INFLUENCE OF PRODUCT QUALITY AND SERVICE QUALITY ON CONSUMER PURCHASING DECISIONS ON RICE PRODUCTS AT KUD ARTHA MULIA JAYA PEJENG GIANYAR DISTRICT. Jurnal Manajemen dan Bisnis Equilibrium. 11, 1 (Mar. 2025), 76–91. DOI:https://doi.org/10.47329/jurnal_mbe.v11i1.1480.