<![CDATA[The increasing demand for office supplies in Jakarta, particularly products related to document storage, has created a highly competitive market where consumers are faced with numerous brand alternatives. This study aims to analyze the influence of product quality, price, and Sales Promotion Girl (SPG) service quality on consumer purchasing decisions for Daiichi products at Gramedia Bookstores in Jakarta. A quantitative research design was employed, with a sample of 240 respondents selected using a simple random sampling technique. Data were collected through questionnaires using a five-point Likert scale and analyzed with multiple linear regression using SPSS 26. The results indicate that SPG service quality exerts the most dominant influence on purchasing decisions (β = 0.681; R² = 0.464), followed by price (β = 0.543; R² = 0.294), while product quality shows a weaker but still significant effect (β = 0.353; R² = 0.125). Simultaneously, the three independent variables explain 48.4% of the variance in purchasing decisions. These findings suggest that while product attributes and competitive pricing are important, personalized service through SPGs plays a more critical role in shaping consumer behavior in retail office supply markets. From a managerial perspective, this study highlights the importance of investing in SPG training and communication skills, alongside adaptive pricing strategies, to enhance consumer trust and drive purchase decisions. From a theoretical standpoint, the findings enrich consumer behavior literature by emphasizing the strategic role of frontline service quality in influencing purchase decisions. ]]>
