PENGARUH KUALITAS LAYANAN, PROMOSI DAN KEBERAGAMAN UNIT TERHADAP KEPUTUSAN PEMBELIAN JASA SEWA MOBIL (Studi Kasus CV. Gosmo Bojonegoro)

This research examines the influence of service quality, promotion, and unit diversity on purchasing decisions for car rental services at CV. Gosmo Bojonegoro. This research uses quantitative methods. The sample in this study consisted of 100 respondents. The data collection technique in this research uses a questionnaire that is distributed to consumers via Google Forms. The analysis technique uses Multiple Linear Regression assisted by SPSS version 25 software. Partial research results show that service quality and unit diversity have a significant influence on purchasing decisions. At the same time, promotion is a positive variable but has no significant influence on buying decisions. Through the F test that has been carried out, service quality, promotion, and unit diversity simultaneously influence purchasing decisions. CV. Gosmo Bojonegoro is advised to always monitor, control and evaluate the three research variables which include service quality, promotions and unit diversity, so that it remains the consumer's choice when consumers need rental transportation