<![CDATA[General Background Micro, small, and medium enterprises must adapt to intense market competition to sustain their economic contributions and maintain operational viability. Specific Background The Jambangan Village cracker center in Sidoarjo Regency is a growing economic hub, yet it faces critical challenges regarding unstandardized packaging, inconsistent product quality, and inadequate parking facilities. Knowledge Gap While previous literature evaluates consumer behavior, existing empirical studies present inconsistent findings regarding how corporate reputation, client confidence, and physical accessibility dictate commercial transactions. Aims This study investigates how brand image, customer trust, and location shape purchasing decisions at the Jambangan Village cracker center. Results Analyzed through Partial Least Squares Structural Equation Modeling on data from 100 respondents, the findings reveal that brand image and customer trust positively and significantly determine purchasing decisions, whereas location exhibits a significant negative relationship. Novelty This research uniquely demonstrates that in specific rural business hubs, poor environmental infrastructure and limited accessibility can inversely associate alongside buying intentions despite strong product recognition. Implications Local producers must diversify their offerings and sales communication skills while actively collaborating with regional authorities to resolve infrastructure and parking limitations, thereby ensuring sustainable consumer convenience. Highlights: • Corporate reputation significantly dictates commercial transactions among local enterprise patrons. • Consumer confidence regarding product consistency shapes final transaction agreements favorably. • Limited physical site accessibility inversely associates alongside overall transaction volumes. Keywords: Brand Image, Customer Trust, Location Strategy, Purchasing Decision, Partial Least Squares]]>
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