<![CDATA[This quantitative study evaluates the impact of product durability (X1) and aesthetics (X2) on consumer purchasing decisions (Y) regarding frozen food at PT. Nirvana Niaga Sejahtera, Makassar. Using a purposive sampling technique, data were collected from 30 respondents via questionnaires and processed using SPSS 25 through multiple linear regression, instrument testing, classical assumption testing, and hypothesis testing (t-test and F-test). Partial test results confirm a positive and significant influence of the durability variable (t-count = 3.291, sig = 0.003) and the aesthetics variable (t-count = 2.391, sig = 0.024) on purchasing decisions. Simultaneous testing further demonstrates that both independent variables collectively make a significant contribution (F-count = 22.855, sig = 0.000). The coefficient of determination (R²) is 0.629, indicating that 62.9% of the variation in consumer decisions is explained by durability and aesthetics, while the remaining 37.1% is influenced by external factors not examined in this study.]]>
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