PENGARUH KUALITAS LAYANAN DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN DAN PEMBELIAN ULANG PADA KANTIN HIDANGAN PA'SAM DI CITRAGRAN CIPUTRA MALL
DOI:
https://doi.org/10.61722/jaem.v3i3.12329Keywords:
Price Perception; Purchase Decision; Repurchase; Service QualityAbstract
This study analyzes the influence of service quality and price perception on purchase decisions and repurchase intention at Kantin Hidangan Pa'Sam, a micro-scale culinary business located in CitraGran Ciputra Mall, Bekasi. A pre-survey indicated a considerable gap between customer expectations and the service and pricing actually experienced, which motivated a more rigorous empirical test of these relationships. A quantitative descriptive-causal approach was applied using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4, based on questionnaire data collected from 100 customers who had purchased at least twice at the outlet. The measurement model confirmed that all indicators were valid and reliable. The structural model showed that service quality had a positive and significant effect on purchase decision (path coefficient 0.745), and price perception also had a positive and significant effect on purchase decision (0.290). The direct effect of service quality on repurchase (0.101) was not significant, while price perception showed a significant but negative direct effect on repurchase (-0.214), consistent with a suppression pattern once purchase decision was accounted for. Purchase decision had a strong positive and significant effect on repurchase (0.905), acting as a full mediator between service quality and repurchase. These findings suggest that improving service quality and maintaining fair pricing are most effective when they succeed in shaping a positive first purchase decision, which in turn becomes the primary driver of repeat patronage at Kantin Hidangan Pa'Sam.
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