<![CDATA[This study aims to analyze and formulate strategies to improve consumer purchasing decisions by enhancing trust and product innovation among culinary MSMEs (Micro, Small, and Medium Enterprises) in Medan Kota. Consumer trust is one of the main factors in building loyalty and purchasing decisions, while product innovation is considered crucial for attracting consumer attention amid increasingly tight market competition. The research employs a quantitative approach by distributing questionnaires to consumers of culinary MSMEs located in the Medan Kota area. The population in this study consists of all culinary MSMEs in Medan Kota, the exact number of which is unknown; therefore, the Lemeshow formula with a 10% error margin was used, resulting in a sample size of 100 respondents. The data were analyzed using multiple linear regression to assess both the simultaneous and partial effects of the independent variables on purchasing decisions. The findings show that both trust and innovation have a significant influence, both partially and simultaneously, on purchasing decisions among culinary MSMEs in Medan Kota.]]>
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