Pengaruh Lokasi Strategis Dan Kulitas Pelayanan Terhadap Keputusan Pembelian Malalui Minat Beli (Studi Pada Konsumen Warung Madura Di Kota Malang)

Abstract

Abstract

This research is motivated by the increasing competition between traditional and modern retailers, which has pushed Warung Madura in Malang City, particularly in the Merjosari area, to retain customers through strategic locations and quality service. This study aims to analyze the influence of strategic location and service quality on purchasing decisions through consumer purchase intention among Warung Madura customers in Malang City, particularly in the Merjosari area. The study used a quantitative approach with an explanatory research method. The sample consisted of 130 respondents selected using a purposive sampling technique. Data were collected through a Likert-scale questionnaire and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results show that strategic location and service quality have a positive and significant effect on purchase intention. Purchase intention also has a positive and significant effect on purchase decisions. However, strategic location and service quality do not directly influence purchase decisions. Furthermore, purchase intention has been shown to mediate the influence of strategic location and service quality on purchase decisions. These findings suggest that increasing consumer purchase decisions is more effectively achieved through efforts to increase purchase intention supported by a strategic location and good service quality.

Keywords: Strategic Location, Service Quality, Purchase Interest, Purchase Decision, SEM-PLS.