<![CDATA[This study aims to analyze the effects of service and price on consumer purchasing decisions at Toko Madura in Tarik District, Sidoarjo Regency, with consumer trust as a mediating variable. A quantitative approach was employed involving 150 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed using SEM-PLS with SmartPLS. The results show that price has a positive effect on purchasing decisions (β = 0.272; p = 0.006), while service does not have a significant direct effect (β = 0.127; p = 0.095). Service (β = 0.285; p = 0.010) and price (β = 0.511; p = 0.000) affect consumer trust. Furthermore, consumer trust has a positive effect on purchasing decisions (β = 0.490; p = 0.000). Consumer trust also mediates the relationship between service and purchasing decisions (β = 0.140; p = 0.017) and partially mediates the relationship between price and purchasing decisions (β = 0.250; p = 0.001). These findings indicate that consumer trust plays an important role in strengthening purchasing decisions.]]>
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