<![CDATA[This study aims to analyze the effect of service quality and customer reviews on purchasing decisions at Pizza Ria Kafe Boulevard in Makassar City. This research employed a quantitative approach with an explanatory research design. The sample consisted of 96 respondents selected using accidental sampling. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS version 30. The results showed that service quality had a positive and significant effect on purchasing decisions. Customer reviews also had a positive and significant effect on purchasing decisions. Simultaneously, service quality and customer reviews had a significant effect on purchasing decisions. The coefficient of determination (R²) of 0.619 indicates that service quality and customer reviews explain 61.9% of the variation in purchasing decisions, while the remaining 38.1% is explained by other factors not examined in this study. Thus, service quality and customer reviews are factors that contribute to consumers’ purchasing decisions at Pizza Ria Kafe Boulevard in Makassar City.]]>
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