PENGARUH HARGA, KUALITAS LAYANAN, DAN KERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN KIOS BUKU REMAJA JAYA PASAR BUKU WILIS KOTA MALANG

The purpose of this study was to determine the effect of price, service quality, and product diversity on purchasing decisions at the Book Kiosk Remaja Jaya. The type of research used is explanatory research with a quantitative approach. The number of samples using 100 respondents. Respondents in this study are consumers who have made transactions or bought books in the past year at the Book Kiosk Remaja Jaya. The source of data in this study was obtained from the distribution of questionnaires (primary data). The data analysis technique used multiple linear regression analysis with the help of IBM SPSS Statistics v25 software. The results showed that there was an effect of price and product diversity on purchasing decisions, but there was no partial effect of service quality on purchasing decisions. Price, service quality, and product diversity have an effect on purchasing decisions simultaneously. Price is the most dominant variable or the strongest influence on consumer purchasing decisions for Book Kiosk Remaja Jaya