PENGARUH SERVICE QUALITY, VARIASI PRODUK, DAN REFERENCE GROUP TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Konsumen Gajahmada.Id)

The rapid development of technology triggers changes in various lives, one of which is in consumer purchasing decisions, while consumers in making purchasing decisions pay attention to service quality, product variations, and reference groups. This study aims to determine the effect of service quality, product variety, and reference group on purchasing decisions for Gajahmada.Id consumers. This study uses a quantitative approach with a questionnaire distribution method. The population in this study is not known with certainty. The sampling method used purposive sampling technique as many as 105 respondents. Data collection using a questionnaire and analyzed using Multiple Linear Regression. The results showed that the service quality and product variety variables had a significant influence on purchasing decisions, while the reference group variable did not have a significant influence on purchasing decisions.