ANALISIS PENGARUH KUALITAS PRODUK, KEPERCAYAAN DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING PADA TOKO KUE FITRA DI MASOHI AMBON

Abstract

Within the Indonesian economic architecture, Micro, Small, and Medium Enterprises (MSMEs) remain the structural bedrock. These firms are relentless engines for job creation, local wealth, and regional financial momentum. This matters. To turn a profit while keeping consumers happy, entrepreneurial management functions as the essential link within the sector. This specific research investigates the weight of Product Quality, Trust, and Location on Purchasing Decisions at Fitra Cake Shop in Masohi, Ambon, utilizing Purchase Intention as the middle variable. Logic dictated a quantitative route. We looked at 140 specific customers through purposive sampling techniques to gather our data. All rigorous number-crunching and hypothesis verification happened via the Structural Equation Modeling – Partial Least Squares (PLS-SEM) framework. Based on SmartPLS 3.0 outputs, Product Quality and Trust exert a measurable, direct push on both Purchase Intention and the final Purchasing Decisions. Location is the outlier. It sways the final purchase choice but fails to spark the internal intention to buy. Ultimately, while Product Quality and Trust use Purchase Intention as a bridge to reach a final sale, Location possesses no such indirect power in this context.