<![CDATA[This study aims to analyze in-depth the effect of product, service, physical environment, and marketing on consumer decisions. The subjects of this research were 208 respondents in the West Surabaya area. The data analysis methods used were multiple linear regression analysis, coefficient of determination, and hypothesis testing. The descriptive analysis results indicate that respondents' perceptions of product, service, physical environment, and marketing on consumer decisions fall into the good to excellent category, although some issues or weaknesses that require improvement were still found in each variable. Furthermore, the multiple linear regression equation model demonstrates a positive and unidirectional functional relationship between the independent variables (X) and the dependent variable (Y), meaning that any change in the independent variables directly affects the dependent variable. This is consistent with the coefficient of determination results, which indicate a substantial influence. Both partial and simultaneous hypothesis testing show a positive and significant effect of product, service, physical environment, and marketing on consumer decisions. Therefore, to improve consumer decisions, primary attention must be given to the product, service, physical environment, and marketing variables.]]>
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