<![CDATA[Abstract This study aims to analyze the influence of price, product quality, service quality, and product variety on consumer purchasing decisions at Yellow Mart Sidorahayu, Malang Regency. The research employs a quantitative approach with descriptive and associative methods. The population consists of Yellow Mart consumers residing in Sidorahayu, with a total sample of 120 respondents determined using purposive sampling techniques. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression. The results show that all independent variables (price, product quality, service quality, and product variety) have a positive and significant effect on purchasing decisions. These findings indicate that appropriate pricing strategies, good product quality, adequate service, and a diverse product variety can enhance consumer purchasing decisions. Keywords: Price, Product Quality, Service Quality, Product Variety, Purchasing Decision]]>
Copyrights © 2025
