<![CDATA[Penelitian ini dilakukan untuk mengetahui faktor yang mempengaruhi keputusan pembelian Faktor faktor yang dianalisis adalah < em>keragaman< em> p< em>roduk dan < em>k< em>ualitas layanan dalam kaitannya dengan < em>k< em>eputusan < em>p< em>embelian Penelitian dilakukan di PT Pos Indonesia Cabang Probolinggo Metode yang digunakan dalam penelitian ini adalah kuantitatif dengan pendekatan asosiatif kausal Populasi penelitian ini adalah konsumer PT Pos Indonesia Cabang Probolinggo selama April 2022 Sampel diambil dengan metode purposive sampling dan diperoleh total 100 responden Multiple Linear Analysis digunakan dengan software aplikasi SPSS untuk menguji hubungan antar variabel Hasil penelitian menemukan bahwa < em>k< em>eragaman < em>p< em>roduk dan < em>k< em>ualitas < em>l< em>ayanan memiliki pengaruh positif dan signifikan terhadap< em> keputusan pembelian baik parsial maupun simultan Dapat disimpulkan bahwa keragaman produk dan kualitas layanan merupakan faktor yang perlu diperhatikan dalam kaitannya dengan keputusan pembelian < em>< p> This research was conducted to determine the factors that influence purchasing decisions The factors analyzed were Product Diversification and Service Quality in relation to Purchasing Decisions The research was conducted at PT Pos Indonesia Probolinggo Branch East Java The method used in this research is quantitative with a causal associative approach The population in this study were consumers of PT Pos Indonesia Probolinggo Branch during April 2022 The sample was taken using the purposive sampling method and a total of 100 respondents were obtained Multiple Linear Analysis is used with the SPSS application tool to examine the relationship between variables The results of the study found that Product Diversity and Service Quality had a positive and significant effect on purchasing decisions both partially and simultaneously It can be concluded that product diversity and service quality are factors that need to be considered in relation to purchasing decisions < em>< p>]]>
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