<![CDATA[This study aims to analyze the influence of Brand Reputation, Brand Awareness, and Advertising on Consumer Purchasing Decisions. The study was conducted using a quantitative approach with structural model analysis (SEM) techniques through the SmartPLS application. The results of the analysis show that the three independent variables have a significant effect on purchasing decisions, with T-statistic values above 1.65 and P-values below 0.05. The R-square value of 0.831 indicates that 83.1% of the variation in purchasing decisions can be explained by the variables in the model. These findings indicate that a marketing strategy that prioritizes good brand reputation, high brand awareness, and targeted advertising propaganda is very important in driving consumer purchasing decisions. This study provides a practical contribution to business actors in designing more effective marketing communication strategies.]]>
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