Shoimah, Nafa (2025) PENGARUH KERAGAMAN PRODUK, KUALITAS PRODUK, DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI MR.DIY TUNJUNGAN PLAZA SURABAYA. Undergraduate thesis, Universitas Pembangunan Nasional Veteran Jawa Timur.
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Abstract
The advancement of the era has brought significant changes, especially in the business sector, this development has brought increasingly fierce competition between companies. Mr.DIY is one of the retail businesses that is currently competing in the market share by selling various products. This study was conducted to determine the effect of product diversity, product quality, and service quality on consumer purchasing decisions at Mr.DIY Tunjungan Plaza Surabaya. The type of research used is quantitative research. The population in this study were consumers who had purchased Mr.DIY Tunjungan Plaza Surabaya products who were at least 17 years old and domiciled in Surabaya. This study used a sample of 100 respondents using a non-probability sampling method and a purposive sampling technique. Multiple linear regression analysis was used to analyze the data tested with SPSS version 27. The results of this study stated that product diversity, product quality, and service quality simultaneously influenced purchasing decisions. Product diversity partially influenced purchasing decisions, product quality partially influenced purchasing decisions, and service quality partially influenced purchasing decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Nafa Shoimah | ||||||||
| Date Deposited: | 06 Mar 2025 04:55 | ||||||||
| Last Modified: | 06 Mar 2025 04:55 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/35344 |
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