<![CDATA[Increasingly fierce business competition requires business owners to boost consumer purchasing interest by offering a diverse range of products and optimal service quality. Firni Jaya Snack Shop in Payakumbuh faces a situation where consumer perceptions of product variety, service quality, and purchasing interest are still rated as “fair,” necessitating a strategy to enhance the business’s competitiveness. This study aims to analyze the effect of product variety and service quality on consumer purchasing interest at Firni Jaya Snack Shop in Payakumbuh City. The exact size of the study population is unknown, while the sample consisted of 65 people. Data were collected through the distribution of questionnaires. The data analysis technique used was the multiple linear regression method. The results of this study are as follows: a) Product Variety (X1) has a positive and significant effect on consumer purchase intent at Firni Jaya Snack Shop in Payakumbuh. b) Service Quality (X2) has a positive and significant effect on consumer purchase intent at Firni Jaya Snack Shop in Payakumbuh. c). Both product variety and service quality have a positive and significant effect on consumer purchasing interest at Firni Jaya Snack Shop in Payakumbuh. Thus, expanding product variety supported by better service quality can be an effective strategy for increasing consumer purchasing interest at Firni Jaya Snack Shop in Payakumbuh.]]>
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