<![CDATA[This study aims to analyze the influence of service quality, price perception, and location on consumer purchasing decisions at the Mitrasport Store in Genteng, Surabaya. The development of the sports retail industry requires businesses to have a competitive advantage through service, price, and location that can meet consumer needs. The Mitrasport Store faces intense competition, so optimizing these three factors is necessary to improve purchasing decisions. The results of the study indicate that service quality has a positive and significant effect on purchasing decisions. Good, fast, responsive, and professional service increases consumers' likelihood of making a purchase. Price perception also has a positive and significant effect, indicating that fair, affordable prices commensurate with the quality and benefits of the product encourage purchasing decisions. Location has a positive and significant effect on purchasing decisions, because a strategic, accessible, and comfortable location can attract consumer interest. Simultaneously, service quality, price perception, and location have a significant effect on purchasing decisions. The Adjusted R² value of 0.989 indicates that 98.9% of the variation in purchasing decisions can be explained by these three variables, while 1.1% is influenced by other factors outside the model. The implications of this study emphasize the importance of improving service, competitive pricing strategies, and optimizing location to maintain and improve consumer purchasing decisions.]]>
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