<![CDATA[This study aims to analyze the influence of city branding and investment service quality on regional investment decisions, with investor confidence as a mediating variable, at the Investment and One-Stop Integrated Service Agency (DPMPTSP) of Mamuju Regency. The research method used was quantitative with a survey approach. The population of this study consisted of all investors registered with the DPMPTSP of Mamuju Regency, with a sample of 120 respondents selected using purposive sampling. Data were collected via a questionnaire and analyzed using Structural Equation Modeling—Partial Least Squares (SEM-PLS) with SmartPLS 3.0 software. The results of the study indicate that: (1) city branding has a positive and significant effect on investor confidence; (2) the quality of investment services has a positive and significant effect on investor confidence; (3) city branding has a positive and significant effect on regional investment decisions; (4) the quality of investment services has a positive and significant effect on regional investment decisions; (5) investor confidence has a positive and significant effect on regional investment decisions; (6) investor confidence partially mediates the effect of city branding on regional investment decisions; and (7) investor confidence fully mediates the effect of investment service quality on regional investment decisions. The implications of this study provide recommendations for the Mamuju Regency government to improve its city branding strategies and service quality in order to attract more investment. The novelty of this study lies in offering an integrated model that links city branding and the quality of investment services to regional investment decisions through investor confidence, as well as identifying the differences between partial and full mediation patterns.]]>
