Pengaruh Kualitas Pelayanan terhadap Keputusan Pembelian yang Dimoderasi oleh Variabel Customer Experience di Pempek Cek Ana

Ve Rinda Febrika Aulia; Efan Elpanso

doi:10.30640/jmcbus.v4i4.8118

Authors

Ve Rinda Febrika Aulia Universitas Bina Darma
Efan Elpanso Universitas Bina Darma

DOI:

https://doi.org/10.30640/jmcbus.v4i4.8118

Keywords:

Customer Experience, Moderation, Pempek Cek Ana, Purchase Decision, Service Quality

Abstract

This study aims to analyze the effect of Service Quality on Purchase Decision and to examine the role of Customer Experience as a moderating variable in the relationship between Service Quality and Purchase Decision at Pempek Cek Ana. This research employed a quantitative approach with an explanatory research design. The population consisted of consumers who had purchased products from Pempek Cek Ana, with a total sample of 100 respondents selected using a purposive sampling technique. Data were collected through questionnaires using a Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4.1.1.7 software. The results revealed that Service Quality had a positive and significant effect on Purchase Decision, indicated by a path coefficient of 0.653, a t-statistic value of 10.360, and a p-value of 0.000. Furthermore, Customer Experience significantly moderated and strengthened the effect of Service Quality on Purchase Decision, with an interaction coefficient of 0.260, a t-statistic value of 3.506, and a p-value of 0.000. The R-square value of 0.554 indicates that the research model explains 55.4% of the variation in Purchase Decision. This finding implies that improving service quality supported by positive customer experiences can become an effective strategy to encourage consumer purchase decisions at Pempek Cek Ana.

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