<![CDATA[This study aims to examine the influence of Brand Image, Customer Experience, and Product Variety on Purchase Decisions at LaLia Fashion Bima. The study was conducted among 210 customers of LaLia Fashion Bima using an accidental sampling technique. Data were collected through a questionnaire and analyzed using Multiple Linear Regression with SPSS software.The results indicate that Brand Image has a significant partial effect on Purchase Decisions. Customer Experience also has a significant partial effect on Purchase Decisions. Likewise, Product Variety has a significant partial effect on Purchase Decisions. Furthermore, Brand Image, Customer Experience, and Product Variety simultaneously have a significant effect on Purchase Decisions. Keywords: Brand Image, Customer Experience, Product Variety, Purchase Decision]]>
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