The Influence of Service Quality and Customer Satisfaction on Purchasing Decisions at PT XYZ

Rina Wahyuni Adetiana

doi:10.61536/escalate.v4i3.532

Authors

Rina Wahyuni Adetiana Bina Sarana Informatika University

DOI:

https://doi.org/10.61536/escalate.v4i3.532

Keywords:

Customer Satisfaction, Purchase Decision, Retail, Service Quality, SPSS

Abstract

Retail industry competition demands companies to improve service quality and customer satisfaction to drive purchasing decisions. The decline in PT XYZ's turnover indicates the need for evaluation of both factors. This study aims to analyze the influence of service quality and customer satisfaction on purchasing decisions, both partially and simultaneously. The study uses a quantitative approach with descriptive and verification methods. The study population is all customers of PT XYZ in Bekasi City who have made purchases, while the sample is 100 respondents selected using a purposive sampling technique based on the Lemeshow formula. Data were collected through a Likert-scale questionnaire, observation, and documentation, then analyzed using descriptive statistics, data quality tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and coefficients of determination with the help of SPSS. The results show that service quality has a positive and significant effect on purchasing decisions (β = 0.350; p < 0.001), customer satisfaction also has a positive and significant effect (β = 0.196; p = 0.002), and both variables simultaneously have a significant effect with a coefficient of determination of 65.3%. In conclusion, improving service quality and customer satisfaction are important factors in improving customer purchasing decisions at PT XYZ

Downloads

Download data is not yet available.

References

Ainassyifa, FA (2023). The influence of service quality, perceived value, and trust on customer satisfaction in delivery services [Thesis, Islamic University of Indonesia]. https://dspace.uii.ac.id/handle/123456789/4732

Amelia, R. (2024). Purchase decisions for imported second-hand clothing at Onebillion Store.id in Bandung City [Thesis]. https://repository.usbypkp.ac.id/3749/

Andika, R., EK, & Wiryaningtyas, DP (2023). The effect of product quality and service quality on consumer satisfaction with purchasing decisions as an intervening variable at the Barokah Grocery Store in Dibesuki, Situbondo. Journal of Student Entrepreneurs (JME) FEB UNARS, 1, 31.

Apriyani, D., Purnamasari, ED, & Wulan, T. (2023). The influence of workload, work discipline, and work stress on employee performance at PT Hindoli (A Cargill Company). Eksis: Scientific Journal of Economics and Business, 14, 8–16. https://doi.org/10.33087/eksis.v14i1.337

Arum, DS (2023). Analysis of promotional media strength and quality. Scientific Journal of Progress, 12(1), 14.

Buchori, M. (2022). The influence of Islamic business ethics and service quality on consumer satisfaction with purchasing decisions as an intervening variable [Thesis]. http://e-repository.perpus.iainsalatiga.ac.id/16205/

Djafar, N., Yantu, I., Sudirman, S., & Hasiru, R. (2023). The influence of service quality on purchasing decisions at CV. Journal of Economic and Business Education, 1(1), 76–81. https://doi.org/10.37479/jebe.v1i2.18046

Febi Rahmawati, Hadita, H., & K. (2024). The effect of product quality and service quality on customer satisfaction at Ar-Risalah Catering in Bekasi City. Journal of Management Science and E-Commerce, 3(1).

Hardani, Auliya, NH, Andriani, H., Fardani, RA, Ustiawaty, J., Utami, EF, Sukmana, DJ, & Istiqomah, RR (2020). Qualitative & quantitative research methods. Science Library.

Hari Suryantoro, M. Rizal Firdaos, Towaf Totok Irawan, & DW (2024). The influence of service quality, price perception, and promotion on consumer purchasing decisions at the Pulaubeku Store in Bogor. Namara: Jurnal Manajemen Pratama, 1(2). https://namara-feb.unpak.ac.id/index.php/namara/article/view/136

Hermalian, FA (2026). The effect of product quality and service quality on consumer loyalty at Starbucks Coffee Cibubur, Bogor Regency. https://ejurnal.kampusakademik.co.id/index.php/jrme/article/view/9265

Istiono, D., Hernita, N., & Majalengka, U. (2022). The influence of consumer satisfaction and service quality on the decision to use JNE services in Majalengka Regency. Daya Saing, 8(2), 103. https://doi.org/10.35446/dayasaing.v8i2.899