Pengaruh Kualitas Pelayanan Dan Kualitas Produk Terhadap Keputusan Pembelian: Peran Mediasi Kepuasan Konsumen Pada Wizzmie Kediri

Abstract

Background – The intensifying competition in the culinary industry compels businesses to enhance both service and product quality to foster consumer satisfaction and influence purchase decisions. Nonetheless, contradictions persist in prior research findings about the impact of these two variables on purchasing decisions, necessitating additional investigation at Wizzmie Kediri.

Aim – This study seeks to examine the impact of service quality and product quality on purchasing decisions, with customer happiness serving as a mediating variable at Wizzmie Kediri.

Design / methodology / approach – This research utilized a quantitative methodology with an incidental sampling technique. The research sample comprised 120 respondents who had acquired products at Wizzmie Kediri and were a minimum of 17 years old. Data were gathered using questionnaires employing a Likert scale and processed utilizing Structural Equation Modeling (SEM) with SmartPLS 4.

Findings – The results revealed that both service quality and product quality had a positive and significant effect on customer satisfaction. Product quality and customer satisfaction positively and significantly impacted purchasing decisions, while service quality did not show a significant direct effect on these decisions. Furthermore, customer satisfaction was shown to mediate the effects of service quality and product quality on purchasing decisions.

Conclusion – At Wizzmie Kediri, purchasing decisions are primarily influenced by product quality and customer satisfaction, rather than by service quality directly. Customer satisfaction is shown to mediate the relationship among service quality, product quality, and purchasing decisions.

Research Implication – These findings enhance marketing management by emphasizing customer happiness as a pivotal connection among service quality, product quality, and purchasing decisions. The research findings provide significant insights for Wizzmie Kediri to enhance product quality, service quality, and customer satisfaction, ultimately aiding purchase decision-making.

Limitations – This research was exclusively performed on Wizzmie Kediri subscribers, comprising a total of 120 respondents. Consequently, the results cannot be extrapolated to all culinary enterprises with varying attributes.