<![CDATA[Introduction: This study examines the influence of price, word of mouth, location, ease of transaction, and customer relationship on purchasing decisions at Warung Madura in Semarang City. Despite extensive research on consumer purchasing behavior in retail settings, limited evidence is available regarding the determinants of purchasing decisions in traditional community-based retail businesses, particularly Warung Madura, which has become increasingly prominent in urban areas. Methods: A quantitative survey approach was employed using purposive sampling to collect data from 211 consumers who had made purchases at Warung Madura in Semarang City. Data were analyzed using multiple linear regression with SPSS version 27 after passing validity, reliability, and classical assumption tests. Results: The findings indicate that price, word of mouth, location, ease of transaction, and customer relationship simultaneously have a significant effect on purchasing decisions. Partially, location, ease of transaction, and customer relationship positively influence purchasing decisions, whereas price and word of mouth do not show significant effects. The model explains 57.3% of the variance in purchasing decisions. Discussion: The findings suggest that purchasing decisions in community-based retail businesses are driven primarily by functional and relational factors rather than economic considerations alone. This study extends the understanding of consumer behavior in traditional retail contexts and provides practical insights for business owners to strengthen customer relationships, improve service accessibility, and enhance transaction convenience to sustain competitive advantage.]]>
