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A company's ability to maintain business activities is very dependent on its ability to retain customers. This research aims to determine the influence of consumer preferences and product quality on purchasing decisions for motorbike spare parts at UD Nugraha Motor. This type of research uses quantitative research, the object of this research is the people of Gresik Regency, the sampling technique is a total sampling of 100 respondents, the analysis used This research is multiple linear regression analysis. The results of this research show that there is a positive and significant influence of consumer preferences on the decision to purchase motorbike spare parts at UD Nugraha Motor, and there is a positive and significant influence of product quality on the decision to purchase motorbike spare parts at UD Nugraha Motor
Herlambang et al. (2024) studied this question.