<![CDATA[The fast-food industry, particularly the fried chicken business, faces increasingly intense competition, requiring companies to pay attention to service quality, product quality, and brand trust in influencing consumers’ purchasing decisions. This study aims to analyze the effect of service quality and product quality on purchasing decisions with brand trust as an intervening variable at D’Kriuk Fried Chicken Banyumanik. This research employed a quantitative approach with a population of 48,736 consumers during the 2023–2025 period. The sample consisted of 100 respondents selected using purposive sampling and the Slovin formula. Data were collected through questionnaires using a Likert scale and analyzed using SPSS through instrument testing, classical assumption testing, multiple linear regression analysis, coefficient of determination, t-test, and Sobel test. The results indicate that service quality and product quality have positive and significant effects on brand trust. Service quality, product quality, and brand trust also have positive and significant effects on purchasing decisions. Furthermore, brand trust significantly mediates the effects of service quality and product quality on purchasing decisions. These findings imply that D’Kriuk Fried Chicken Banyumanik needs to maintain consistent product quality, improve service accuracy and responsiveness, and strengthen consumer trust in order to increase purchasing decisions. ]]>
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