<![CDATA[This research is motivated by the fluctuation of swallow nest sales at UD. Efiyanto Medan which is suspected to be influenced by product quality, price perception, and consumer trust. This study aims to determine the effect of product quality, price perception, and consumer trust on swallow nest purchasing decisions at UD. Efiyanto Medan. The research method used is descriptive quantitative. The study population consisted of 120 customers of UD. Efiyanto Medan and the entire population was sampled through a saturated sampling technique (census). Data collection techniques were carried out through observation, interviews, questionnaires, and documentation studies, while the data analysis method used multiple linear regression, hypothesis testing, and classical assumption tests. The results showed that the product quality variable had a t-value of 5.974> t-table 1.980 and a significant value of 0.000<0.05, so it had a positive and significant partial effect on purchasing decisions. The price perception variable had a t-value of 3.707> t-table 1.980 and a significant value of 0.000<0.05, so it had a positive and significant partial effect on purchasing decisions. The consumer trust variable has a calculated t-value of 4.512 > t-table 1.980 and a significance value of 0.000 <0.05, thus having a positive and significant partial effect on purchasing decisions. The F-test results indicate that product quality, price perception, and consumer trust simultaneously have a positive and significant effect on purchasing decisions, with an F-value of 65.661 > F-table 2.68 and a significance value of 0.000 <0.05. The results indicate that product quality, price perception, and consumer trust are important factors influencing purchasing decisions for bird's nests at UD. Efiyanto Medan. Therefore, the company needs to maintain product quality, set appropriate prices, and increase consumer trust to encourage sustainable purchasing decisions.]]>
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