<![CDATA[This study was conducted to determine the effect of point of purchase and service quality on purchasing decisions at the Yogya Sumbersari Junction supermarket. The population in this study was 100 Yogya Sumbersari Junction consumers. The method used in this study was multiple regression analysis. The dependent variables in this study were point of purchase and service quality. The independent variable in this study was purchasing decisions. Data collection was carried out by distributing questionnaires and data analysis through several statistical methods, such as determination analysis and hypothesis testing, both partially and simultaneously. The results of this study indicate that point of purchase and service quality affect purchasing decisions. The contribution of the independent variables (point of purchase and service quality) to purchasing decisions is 77.1%]]>
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