<![CDATA[This study aims to analyze the effect of price, fruit freshness, and promotion on consumer purchase decisions at the Mak Lusi Fruit Trading Business in Sigambal Market. This research adopts a quantitative approach using a survey method. Samples were selected using a purposive sampling technique based on the Lemeshow formula, resulting in 96 respondents. Data were analyzed using instrument testing (validity and reliability), classical assumption tests, and multiple linear regression analysis via SPSS version 26. The results show that partially, Price t = 3.069, sig = 0.003), Fruit Freshness (t = 2.446, sig = 0.016), and Promotion (t = 3.528, sig = 0.001) have a positive and significant effect on consumer purchasing decisions. Simultaneously, Price, Fruit Freshness, and Promotion significantly influence Purchase Decisions with an F-count of 143.923 (sig = 0.000). The Coefficient of Determination (Adjusted R2) is 0.819, indicating that 81.9% of the variance in purchase decisions can be explained by these three independent variables, while the remaining 18.1% is influenced by other factors outside the research model.]]>
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