The article and any associated published material is distributed under the Creative Commons Attribution-ShareAlike 4.Kemudahan berusaha merupakan aspek penting untuk terwujudnya peningkatan iklim investasi di Indonesia dalam upaya mewujudkan tujuan negara yaitu meningkatkan kesejahteraan masyarakat yang diimplementasikan dalam bentuk perizinan berusaha terintegrasi secara elektronik (OSS 1.1) sebagaimana dimaksud dalam Peraturan Pemerintah Nomor 24 Tahun 2018 dan disempurnakan dengan OSS RBA yang merupakan entitas dari Peraturan Pemerintah Nomor 5 Tahun 2021 tentang Perizinan Berusaha Berbasis Resiko.

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In this paper, a survey research method is used with a quantitative research approach and data management software, namely Statistical Product and Service Solution (SPSS) version 16.0. This research aims to determine whether product diversification has an influence on consumer purchasing decisions at the Amanah Souvenir Center in Blitar City.

Amanah Souvenir Center Blitar City is a shop that provides processed snack products in the form of snacks including opak gambir, mongso honey, geti etc.

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