Pengaruh Fasilitas dan Kualitas Pelayanan Terhadap Keputusan Pembelian Melalui Kepuasan Pelanggan Sebagai Variabel Intervening Pada Warung Makan Sop Iga Sapi Hj. Panih Di Cibitung
DOI:
https://doi.org/10.61722/jaem.v3i3.12289Keywords:
Facilities, Service Quality, Customer Satisfaction, Purchasing DecisionsAbstract
This study aims to determine the influence of facilities and service quality on purchasing decisions, both directly and through customer satisfaction as an intervening variable, at Warung Makan Sop Iga Sapi Hj. Panih in Cibitung. The research is motivated by a phenomenon of declining profit percentages despite relatively stable sales turnover, which indicates problems with customer satisfaction and purchasing decisions. The research method used is quantitative with a survey approach through the distribution of online questionnaires (Google Forms) to 112 respondents determined using accidental sampling technique and the Hair formula. Data were analyzed using the Structural Equation Modeling method based on Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4.0 software. The results show that facilities and service quality have a positive and significant effect on customer satisfaction. Service quality and customer satisfaction also have a positive and significant effect on purchasing decisions, while facilities do not have a significant direct effect on purchasing decisions. Furthermore, customer satisfaction is proven to fully mediate (full mediation) the influence of both facilities and service quality on purchasing decisions. This indicates that improvements to facilities and service quality need to be directed first toward increasing customer satisfaction in order to optimally drive purchasing decisions.
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