<![CDATA[This study aims to analyze and explain the influence of product quality and service on consumer purchasing decisions at Anna Store in Rokan Hulu Regency. This study uses a quantitative approach with a purposive sampling technique. The sample size was determined using the Slovin formula, resulting in 95 respondents. Data were collected through observation and questionnaires distributed to consumers, then analyzed using multiple linear regression to test the effect partially and simultaneously. The results showed that product quality significantly influences purchasing decisions. The better the quality of materials, comfort, durability, and product design, the higher the consumer's tendency to make a purchase with a calculated T value of 7.233 and a significance of 0.000. Service also significantly influences purchasing decisions, especially through a friendly, fast, responsive attitude, and the ability to provide clear product information with a calculated T value of 8.913 and a significance of 0.000. Simultaneously, Product Quality and Service significantly influence Purchasing Decisions with an F value of 42.654 and a significance of 0.000. The coefficient of determination value of 0.481 indicates that these two variables contribute 48.1 percent to the purchasing decision, while the remaining 51.9 percent is influenced by other variables. This finding indicates that purchasing decisions are influenced by a combination of good product quality and satisfactory service, in addition to other factors outside the research variables]]>
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