<![CDATA[BUMDESMA Jembar Jampang Kulon LKD is a village-owned enterprise engaged in the distribution of basic necessities, particularly the Minyak Kita brand of cooking oil. This study aims to understand the impact of service quality and trust on purchasing decisions at the BUMDESMA Jembar Jampang Kulon LKD business unit. The study employed a quantitative method using data collection strategies such as observation, questionnaires, and documentation. The population consisted of 230 consumers, with a sample of 70 respondents selected using simple random sampling based on the Slovin formula. Data analysis was conducted using multiple linear regression, data quality tests, classical assumption tests, hypothesis testing (t-test and F-test), and a test of the coefficient of determination using SPSS version 26. The results indicate that service quality has a positive and significant effect on purchasing decisions, trust has a positive and significant effect on purchasing decisions, and both factors simultaneously have a positive and significant effect on purchasing decisions. The adjusted R² coefficient was 0.461, or 46.1%. The remaining 53.9% is influenced by other factors not examined in this study. The better the service quality and the higher the consumer trust, the better the purchasing decision.]]>
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