Kholis, Irham Nur (2024) Pengaruh Variasi Produk dan Kualitas Pelayanan Terhadap Keputusan Pembelian di D'aquatic Lamongan. (The Influence of Product Variation and Service Quality on Purchase Decisions at D'aquatic Lamongan). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This research focuses on the influence of product variations and service quality on purchasing decisions at the D'aquatic store, Lamongan. This research aims to evaluate the extent to which these two factors influence consumers' decisions when shopping at the store. The background of this research is based on increasingly fierce business competition in the era of globalization, where innovation and effective marketing strategies are the keys to success. Product variety and service quality are considered two crucial elements that can increase customer loyalty and boost sales. This research uses a quantitative approach with data collection methods through questionnaires distributed to D'aquatic customers. The data obtained was analyzed to see the relationship between product variations, service quality and purchasing decisions. The research results show that diverse product variations and good service quality have a significant influence on consumer purchasing decisions. Consumers tend to choose stores with complete products and satisfactory service. This research provides practical implications for D'aquatic management in formulating marketing strategies. By offering a varied range of products and maintaining high service standards, D'aquatic can increase customer satisfaction and loyalty, which in turn can increase sales and market share. In addition, this research also contributes to the marketing literature by confirming the importance of these two factors in the retail business context. Product variety and service quality play an important role in influencing consumer purchasing decisions at the D'aquatic store, Lamongan. Therefore, this store must continue to innovate in offering new products and improving service quality to retain and attract more customers.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Product Variations, Service Quality, Purchasing Decisions |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000017 Irham Nur Kholis |
| Date Deposited: | 04 Jun 2026 03:58 |
| Last Modified: | 04 Jun 2026 03:58 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/33398 |
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