<![CDATA[The purpose of this study was to determine the effect of Service Quality, Product Diversity, Price Perceptions and Purchase Decisions at the Azzam Frozen Food Online Store in Pondok Ranggon. The research method is a scientific method to collect data for a specific purpose. In this study, a quantitative methodology was used. Specific data relating to Azzam's frozen food was collected for this study. Investigating how consumers' perceptions of service quality, product variety, promotions, and prices affect their purchasing decisions at Azzam frozen food is the aim of this research. . The sample used in this study used a saturated sampling technique and totaled 110 respondents consisting of daily customers, customers and friends who often shop at Azzam stores. Tests were carried out using SPSS.26. classic hypothesis testing and this test consists of a normality test, multicollinearity test, heteroscedasticity test and linearity test. The ability of the independent variables to explain the diversity of the dependent variable is equal to. This research shows simultaneously that the Product Diversity variable and the Promotion variable have a simultaneous effect on purchasing decisions at the Azzam Frozen Food Online store in Pondok Ranggon and the service quality variable has a significant and significant effect on Purchase Decisions]]>
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