<![CDATA[Abstract This study aims to analyze the effect of Product Variety, Display Layout, and Packaging on Purchase Intention of Perumda Bidadari UMKM Gallery. By using a descriptive explanatory research approach, data collection was carried out through observation, questionnaires, and interviews with visiting tourists. The data analysis technique uses multiple linear regression, T, F hypothesis testing, and correlation coefficient testing on data processed with the SPSS 26 program. The results of multiple linear regression show that Display Layout (X2) and Packaging (X3) have a significant influence on Purchase Intention (Y), while Product Variety (X1) is not significant. The T test confirms that Display Layout and Packaging have a significant influence, while Product Variety is not significant in predicting Purchase Intention. The F-test results show that the overall regression model is statistically significant with variance in Purchase Intention. The coefficient of determination of 74.5% indicates how much of the variability in Purchase Intention can be explained by the three variables together. This analysis confirms that Display Layout and Packaging have a significant role in influencing Customer Purchase Intention at Perumda Bidadari's MSME gallery. While Product Variety, although not statistically significant, remains relevant in certain contexts.]]>
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