<![CDATA[This study aims to analyze the influence of product quality, brand image, and brand trust on purchasing decisions at the Cimol Bojot Aa Apis MSME in Mataram. This study used a quantitative method with an associative approach. The sample size was 100 respondents, selected using purposive sampling. Data were collected through a questionnaire using a Likert scale and analyzed using multiple linear regression. The results show that product quality significantly influences purchasing decisions, with a calculated t-value of 2.040 and a significance level of 0.044. Brand image significantly influences purchasing decisions, with a calculated t-value of 3.029 and a significance level of 0.003. Brand trust is the most dominant variable, with a calculated t-value of 5.255 and a significance level of 0.000. Simultaneously, all three variables significantly influence purchasing decisions, with an adjusted R-square value of 0.858, meaning that 85.8% of purchasing decisions can be explained by product quality, brand image, and brand trust.]]>
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