<![CDATA[The problem in this research is that business competition, especially in the field of Muslim fashion, is now getting tougher and there are fluctuations in several categories of fashion products sold by CV. Ayna Factory Sumedang. This study aims to determine the effect of product diversification on purchasing decisions at CV. Ayna Factory Sumedang. This study uses quantitative methods with a survey approach, documentation, data collection techniques, namely by observation and questionnaires. The population in this study is the average number of consumers per month who purchase products at CV. Ayna Factory Sumedang, namely 160 people, from the results of calculations using the Slovin formula obtained a total sample of 118 respondents. The sampling technique used accidental sampling. The analysis technique used is simple linear regression analysis, correlation test, correlation coefficient, coefficient of determination and F test with data processing using SPSS version 25. The results of the discussion of the coefficient of determination test show that the effect of product diversification on purchasing decisions of 57.2%, and the remaining 42.8% is influenced by other factors which are not discussed in this study. The results of the F test show that simultaneously product diversification influences purchasing decisions]]>
Copyrights © 2023
