<![CDATA[This study aims to analyze the influence of service quality and promotion on purchase decisions with buying interest as a mediating variable in consumers of Distro Kidheven Sukabumi Regency. This research is motivated by the phenomenon of increasingly fierce competition in the local fashion industry and the tendency to decline sales that have occurred at the Kidheven Distro in recent years. This study uses a quantitative approach with a survey method. Data was collected through the distribution of questionnaires to 126 respondents who were consumers of the Kidheven Distro in Sukabumi Regency. The data analysis technique uses Structural Equation Modeling (SEM) with the help of the AMOS program. The results of the study show that service quality has a positive and significant effect on buying interest. Promotions also have a positive and significant effect on buying interest. In addition, the quality of services and promotions have been proven to have a positive and significant effect on purchase decisions. Buying interest also has a positive and significant influence on consumers' purchasing decisions. The findings of this study show that buying interest plays a role as a mediating variable that strengthens the influence of service quality and promotion on purchase decisions. The results of this study are expected to be a reference for local fashion retail business actors in formulating more effective marketing strategies to improve consumer purchase decisions.]]>
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