<![CDATA[This study aims to analyze the influence ofpersonal selling, customer trust, and direct marketing on purchasing decisions for Wardah products at Duta Cosmetic Store, Bireuen Regency. Utilizing a causal quantitative design, this research involved 108 respondents selected through a non-probability purposive sampling technique. Primary data collected via structured questionnaires (1 –5 Likert scale) were analyzed using multiple linear regression in SPSS. Partial statistical evaluation confirms that personal selling exerts a positive and highly significant effect (tcount =6.635 > ttable =1 .983; p=0.000 < 0.05), emerging as the primary dominant factor. Furthermore, customer trust proved to have a positive and significant impact (tcount =5.276 > ttable =1 .983; p=0.000 < 0.05), alongside direct marketing (tcount =2.842 > ttable =1 .983; p=0.005 < 0.05). Simultaneously, all three independent variables significantly influenced purchasing decisions (Fcount =33.079 > Ftable =2.69; p=0.000 < 0.05). The correlation coefficient (R=0.699) indicates a strong relationship, while the coefficient ofdetermination (R2=0.488) shows that 48.8% ofthe variation in decisions is explained by the model, with 51 .2% determined by exogenous factors outside this study.]]>
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