PENGARUH KERAGAMAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN LA CHERIE

The purpose of this study is to investigate the effects of the diversity and quality of products on La Cherie's consumer purchasing decisions. This study was conducted in Surabaya. Respondents of the study were 55 La Cherie's customers who purchased the products more than twice. They were Indonesian customers. This study used a quantitative approach using multiple linear regression analysis as a data analysis technique. The independent variables were the product diversity and product quality; meanwhile the dependent variable was consumer purchasing decisions. This study found the diversity and quality of products significantly influenced customers’ purchasing decisions. The companies had to pay a lot of attentions to the diversity of its productssuch as adding a variety of flavors and improving product qualities in terms of the taste and appearance.