<![CDATA[This study aims to analyze the influence of product variety and delivery timeliness on purchase decisions. The significance of comprehending the elements that affect purchasing decisions forms the basis of this study's background, particularly in the rapidly growing shipping services and e-commerce industries. This study used a quantitative technique, collecting data from 100 respondents who satisfied the predefined criteria via a questionnaire. With the aid of SmartPLS 4.1 software, data analysis was carried out using the Partial Least Squares (PLS) approach. The findings show that, with a T-Statistics value of 3.484 and a P-Value of 0.000, product variety significantly affects purchasing decisions. Furthermore, with a T-Statistics value of 2.995 and a P-Value of 0.003, delivery timing also has a considerable impact on purchase decisions. The F-Square values demonstrate that the influence of product variety is substantial (0.457), as is the influence of delivery timeliness (0.303). Collectively, these two variables exert a positive and significant impact on purchase decisions, contributing 66.8% to the model, while the remaining 33.2% is explained by other variables outside the scope of this study. These findings suggest that offering a diverse product range and ensuring timely delivery are critical factors in enhancing consumer purchase decisions. Therefore, it is recommended that companies continuously enhance their product variety and maintain high standards of delivery timeliness to strengthen business sustainability.]]>
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