<![CDATA[This study aims to analyze the influence of advertising and location on purchasing decisions at Nanaa Cake and Birthday Accessories Store in Palembang City. The research employed a quantitative method with a causal-associative approach. The population consisted of all customers of Nanaa Cake in Palembang City. The sampling technique used was the Roscoe method, resulting in a total sample of 240 respondents. Data were collected through questionnaires using a Likert scale and analyzed using SPSS version 26 through validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and coefficient of determination analysis. The results of the study indicate that partially, product quality does not significantly influence purchasing decisions. Price also does not significantly influence purchasing decisions. Meanwhile, advertising has a positive and significant influence on purchasing decisions. Location has a positive and significant influence on purchasing decisions. Simultaneously advertising and location significantly influence purchasing decisions. The coefficient of determination (R²) indicates that the variables of advertising and location are able to influence purchasing decisions.]]>
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