<![CDATA[The increasing popularity of Korean cuisine in Indonesia, particularly in Banda Aceh, is influenced by globalization and popular culture. Product quality and consumer trust are key factors in purchasing decisions, yet there are few empirical studies analyzing this relationship specifically in the context of Korean Food in the region. The objective of this research is to analyze the influence of product quality and consumer trust on purchasing decisions for Korean Food in Banda Aceh. The method used is a quantitative approach with a survey of 50 consumers who have purchased Korean Food products in Banda Aceh, employing a Likert scale questionnaire (1-5). Data were analyzed using multiple linear regression through SPSS. The results indicate that product quality has a significant positive influence on purchasing decisions (β = 0.363, p < 0.018), as does consumer trust (β = 0.091, p < 0.025), with an R² of 0.127, explaining 12.7% of the variation in purchasing decisions. The conclusion is that product quality and consumer trust jointly influence purchasing decisions for Korean Food in Banda Aceh, with product quality as the dominant factor. Suggestions for business operators include improving raw material quality standards and building trust through transparent promotions, while future research should expand the sample or use mixed methods.]]>
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