The cripy chicken franchise business in Tegal City is a business opportunity for beginners and does not have a high risk. This business product is very popular with people of all walks of life and all ages. The purpose of this study was to analyze the buying behavior of the crispy chicken franchise business in the city of Tegal. This type of research is quantitative research, with a population of crispy chicken franchise traders in Tegal City. The sampling technique used is non-probability sampling and the sampling method is accidental sampling. The results of the research based on the distribution channel t test obtained the tcount value, namely -0.185 <1.661 with a sig. 0.853 > 0.05 means that H0 is accepted and H1 is rejected. The price obtained by tcount is 3,490 > 1.661 with a sig. 0.001 <0.05 means that H0 is rejected and H2 is accepted. Product Quality, namely 1,886 > 1,661 with a sig. 0.043 <0.05 means that H0 is rejected and H3 is accepted. The results of the F test obtained fcount > ftable, namely 27,578 > 2.467 with a sig. is 0.00 in other words the sig. < 0.05 or 0.000 < 0.05, means that H0 is rejected. Based on the results of the F test, then H4 is accepted, it is concluded that there is influence of Distribution Channels, Prices, and Product Quality together simultaneously influence the Buying Behavior of Crispy Chicken Franchise Business in Tegal City.Bisnis franchise ayam cripy di Kota Tegal merupakan peluang bisnis bagi pemula dan tidak memiliki resiko tinggi. Bisnis ini produknya sangat disukai masyarakat semua kalangan dan semua usia. Tujuan penelitian ini adalah untuk menganalisa periaku pembelian bisnis franchise ayam crispy di kota Tegal. Jenis penelitian ini adalah penelitian kuantitatif, dengan Populasi pedagang frachise ayam crispy di Kota Tegal. Teknik pengambilan sampling yang digunakan adalah non probability sampling dan metode pengambilan sampel melalui metode accidental sampling. Hasil penelitian berdasarkan Saluran Distribusi uji t diperoleh nilai thitung yaitu -0,185 < 1,661 dengan nilai sig. 0,853 > 0,05 artinya H0 diterima dan H1 ditolak. Harga diperoleh nilai thitung yaitu 3.490 > 1,661 dengan nilai sig. 0,001 < 0,05 artinya H0 ditolak dan H2 diterima. Kualitas Produk yaitu 1.886 > 1,661 dengan nilai sig. 0,043 < 0,05 artinya H0 ditolak dan H3 diterima. Hasil uji F diperoleh fhitung > ftabel yaitu 27.578 > 2,467 dengan nilai sig. adalah 0,00 dengan kata lain nilai sig. < 0,05 atau 0,000 < 0,05, diartikan H0 ditolak. Berdasarkan hasil uji F tersebut, maka H4 diterima maka disimpulkan terdapat pengaruh Saluran Distribusi , Harga, dan Kualitas Produk bersama-sama berpengaruh secara simultan terhadap Perilaku Pembelian Bisnis Franchise Ayam Crispy di Kota Tegal
