<![CDATA[This study seeks to examine the impact of product quality and service quality on consumer purchasing decisions at the Medan Mega Trade Center (MMTC) Fruit Market. The study utilized a quantitative methodology by administering questionnaires to 315 participants. The multiple linear regression analysis results demonstrate that product quality significantly influences buying decisions, evidenced by a t-value of 5.948 (Sig. 0.000). Service quality demonstrates a positive and significant impact, evidenced by a t-value of 5.719 (Sig. 0.000). Both factors concurrently exert a considerable influence on purchasing decisions, as evidenced by the F-test results indicating an F-value of 34.187 and a significance level of 0.000. The coefficient of determination (R²) of 0.180 signifies that product quality and service quality account for 18% of the variance in purchase decisions, with the remaining 82% attributable to external factors not examined in this study. These findings underscore the significance of enhancing product and service quality as essential measures to elevate consumer purchasing interest.]]>
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