<![CDATA[This study aims to examine the effects of subjective norms, location, and brand trust on purchase decisions, with purchase intention serving as a mediating variable. The study employed a non-probability sampling method using purposive sampling techniques involving 165 respondents in Jakarta. Data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method through SmartPLS 4.0 software. The findings indicate that subjective norms do not have a significant effect on purchase intention. Meanwhile, location and brand trust have a positive and significant effect on purchase intention. Subjective norms also do not significantly affect purchase decisions. However, location, brand trust, and purchase intention positively and significantly influence purchase decisions. Purchase intention is able to mediate the relationship between location and brand trust on purchase decisions, but it does not mediate the relationship between subjective norms and purchase decisions. Penelitian ini bertujuan untuk mengkaji studi norma subjektif, lokasi, dan kepercayaan brand terhadap keputusan membeli yang dimediasi dengan intensi membeli sebagai variabel mediasi. Penelitian menggunakan non-probability sampling dengan teknik purposive sampling terhadap 165 responden di Jakarta. Data dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) melalui SmartPLS 4.0. Hasil penelitian menunjukkan bahwa norma subjektif tidak berpengaruh signifikan terhadap intensi membeli. Sedangkan, lokasi dan kepercayaan brand berpengaruh positif dan signifikan terhadap intensi membeli. Norma subjektif tidak berpengaruh signifikan terhadap keputusan membeli. Namun, lokasi, kepercayaan brand, dan intensi membeli berpengaruh positif dan signifikan terhadap keputusan membeli. Intensi membeli dapat memediasi lokasi dan kepercayaan brand terhadap keputusan membeli, namun intensi membeli tidak dapat memediasi norma subjektif terhadap keputusan membeli.]]>
