Pengaruh Kualitas Pelayanan terhadap Keputusan Pembelian dengan Kepuasan Konsumen Sebagai Variabel Mediasi pada Gerobak Kopi Go di Banjarmasin
DOI:
https://doi.org/10.58192/ebismen.v5i2.4473Keywords:
Quality of Service, Purchase Decision, Consumer SatisfactionAbstract
This study aims to analyze the influence of service quality on purchase decisions through consumer satisfaction as a mediating variable in Go Coffee Cart in Banjarmasin. This study uses a quantitative approach with a survey method. The research sample consisted of 100 respondents who were consumers of the Go Coffee Cart in Banjarmasin. Data was collected through questionnaires and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the help of SmartPLS 3.0 software. The results of this study show that the quality of service has a positive and significant influence on purchase decisions. Service quality also has a positive and significant influence on consumer satisfaction. In addition, consumer satisfaction has a positive and significant influence on purchasing decisions. Consumer satisfaction has been proven to play a role as a mediating variable in the relationship between service quality and purchase decisions. The findings of this study show that improving service quality can increase consumer satisfaction and strengthen consumer purchasing decisions at the Go Coffee Cart in Banjarmasin.
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