<![CDATA[The study was conducted to understand the influence of product variation, location, and digital promotion on purchasing decisions of those who make purchases at Edy Frozen Food Surabaya. The method used is quantitative with a questionnaire as a data collection technique. The population used by the author includes Surabaya residents who have made purchases at Edy Frozen Food Surabaya. The sample determined by the researcher was carried out through a non-probability sampling technique with the specified criteria, namely respondents who live in Surabaya and have made purchases at Edy Frozen Food Surabaya in the last 3 months or more. The number of samples used is 96 respondents. The data obtained was analyzed using SPSS version 29. The results of the analysis show that simultaneously product variation, location, and digital promotion have a significant influence on purchasing decisions. However, if analyzed partially, only the product variation and digital promotion variables have a significant influence, otherwise the location variable does not have a significant influence on purchasing decisions. This proves that purchasing decisions at Edy Frozen Food Surabaya are predominantly influenced by product variation and digital promotion factors compared to location factors. Therefore, in adjusting market demand with product variation to remain competitive in the market. In addition, improving the comfort and accessibility of the location also needs to be considered in order to provide a better experience for customers.]]>
