The Effect of Product Quality and Service Quality on Consumer Purchasing Decisions at Jglow Store Sumedang

Abstrak

This study aims to analyze the effect of product quality and service quality on consumer purchasing decisions in Jglow Store Sumedang. The research method used is quantitative with survey techniques through the distribution of questionnaires to 105 respondents jglow Store consumers. The research instruments were tested with validity and reliability tests, and the data were analyzed using t test, F test, and coefficient of determination (R²). The results showed that product quality is partially positive and significant effect on purchasing decisions, while the quality of Service is positive and significant effect. Simultaneously, product quality and service quality have a significant effect on consumer purchasing decisions. The coefficient of determination (R²) is 0.907, which means that 90.7% of the variability of purchasing decisions can be explained by product quality and service quality, while the remaining 9.3% is influenced by other factors outside the study. The implication of this study is the importance of improving service quality as the main strategy in attracting consumer purchasing decisions, in addition to maintaining product quality. This finding can be an input for Jglow Store management in formulating marketing strategies oriented to customer satisfaction and loyalty.