<![CDATA[This study aims to analyze the influence of location, fashion trends, and content marketing on purchasing decisions at House Of Liza Bireuen. This study employed a quantitative method with an associative approach. The sample consisted of 98 respondents who had made purchases at House Of Liza Bireuen. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS software. The results showed that, partially, location had a positive and significant effect on purchasing decisions with a significance value of 0.000 < 0.05. Meanwhile, fashion trends and content marketing had no significant effect on purchasing decisions, with significance values of 0.112 > 0.05 and 0.099 > 0.05, respectively. Simultaneously, location, fashion trends, and content marketing had a significant effect on purchasing decisions with a significance value of 0.000 < 0.05. The R Square value of 0.809 indicates that 80.9% of purchasing decisions can be explained by these three variables. Based on the findings, it can be concluded that location is the most dominant variable influencing purchasing decisions at House Of Liza Bireuen.]]>
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