<![CDATA[This study aims to analyze the effect of retail mix and service quality on consumers’ purchase decisions at Sanya Swalayan in Kendari City. This research employs a quantitative approach with an explanatory research design. The research population consists of Sanya Swalayan customers, with a sample of 90 respondents determined based on the number of research indicators. A purposive sampling technique was applied. Data were collected through questionnaires using a Likert scale, while data analysis was conducted using multiple linear regression analysis with the assistance of SPSS software. The results indicate that the retail mix and service quality simultaneously have a positive and significant effect on consumers’ purchase decisions. Partially, the retail mix has a positive and significant effect on purchase decisions, while service quality also has a positive and significant effect and is the most dominant variable. These findings suggest that integrated retail strategies and improved service quality play an important role in encouraging consumers’ purchase decisions.]]>
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