<![CDATA[This study aims to analyze the influence of Content Marketing, Product Quality, and Service Quality on consumer purchasing decisions at Richeese Factory Adam Malik Branch, Medan. This study uses a quantitative approach with a causal research type. The research sample consisted of 96 respondents determined using the Cochran formula with a purposive sampling technique. Data collection was carried out through a questionnaire, while data analysis used multiple linear regression assisted by the SPSS 22 program. These findings show that partially Content Marketing has a positive and significant impact on purchasing decisions through a regression coefficient of 0.270 and a significance value of 0.006 (<0.05). Product Quality has a regression coefficient of 0.056 with a significance value of 0.530 (>0.05), which indicates that this variable does not have a significant impact on purchasing decisions. Meanwhile, Service Quality is proven to have a positive and significant impact as the dominant variable through a regression coefficient reaching 0.599 and a significance value of 0.000 (below 0.05). Simultaneously, Content Marketing, Product Quality, and Service Quality have a significant impact on Purchasing Decisions through the calculated F value reaching 45.502 and a significance of 0.000 below .05). The Adjusted R Square value of 0.584 indicates that 58.4% of the variation in Purchasing Decisions can be explained by these three variables, while the remaining 41.6% is influenced by other factors outside the research model. This finding confirms that strengthening content marketing strategies and improving service quality are key factors in driving consumer Purchasing Decisions.]]>
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