Article Sidebar

Download
PDF
Statistic
Read Counter : 38 Download : 26

Main Article Content

Abstract

Purpose: This study aims to examine the influence of service quality, product completeness, and price on consumer purchasing decisions at MR.DIY in Tarakan City.


Research Design and Methodology: A quantitative approach was applied using a survey method. The data were collected through non-probability sampling with a purposive sampling technique. The sample consisted of 190 consumers who had made at least two purchases at MR.DIY. The variables in this study were measured using a Likert scale. Multiple linear regression analysis was employed as the primary statistical tool, processed through SPSS version 25.


Findings and Discussion: The results revealed that service quality has a positive and significant influence on purchasing decisions, indicating that better service can enhance consumers’ intention to buy. Similarly, product completeness showed a significant positive effect, suggesting that a wide variety of available products increases consumer confidence in making a purchase. Price also demonstrated a considerable positive impact, confirming that affordable and competitive pricing supports consumer decision-making.


Implications: This study implies that retail management, particularly at MR.DIY Tarakan should focus on improving service delivery, ensuring product availability tailored to local needs, and offering competitive pricing strategies to stimulate customer purchasing behavior and business sustainability.

Keywords

service quality product completeness price purchasing decision consumer behavior

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Syahnadin, M. F., Karunia, E., Apriadi, D., Loong, A. H., Madli, F., Gulabdin, S., & Haibo, L. (2025). Service Quality, Product Completeness and Price on Consumer Purchasing Decisions. Advances in Business & Industrial Marketing Research, 3(3), 135–150. https://doi.org/10.60079/abim.v3i3.493
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Ahmadi, L. (2019). Pengaruh Bauran Ritel (Barang Dagangan, Harga, Promosi, Pelayanan Dan Fasilitas Fisik) Terhadap Keputusan Pembelian (Studi Pada Pengunjung Mr D.I.Y Di Mall Suncity Sidoarjo). Jurnal Pendidikan Tata Niaga (JPTN), 7(3). https://doi.org/10.26740/jptn.v7n3.p%p
  2. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://reedjoe.com/wp-content/uploads/2018/04/ajzen1991_teori-perilaku-yang-direncanakan_theory-of-planned-behavior.pdf
  3. Arianto, N., & Patilaya, E. (2018). Pengaruh Kualitas Produk Dan Kelengkapan Produk Terhadap Keputusan Pembelian Produk Salt N Pepper Pada Pt Mitra Busana Sentosa Bintaro. Jurnal KREATIF: Pemasaran, Sumberdaya Manusia Dan Keuangan, 6(2), 143–154. https://www.academia.edu/download/101164755/1264-2208-1-SM.pdf.
  4. Emor, J. I., Tumbuan, W. J. F. A., & Rogi, M. H. (2019). Pengaruh Kelengkapan Produk, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Konsumen Rm. Bakso Solo Pak Eko Di Tomohon. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 7(4). https://doi.org/10.35794/emba.v7i4.26309
  5. Evelyna, F. (2021). Theory Of Planned Behavior Untuk Memprediksi Niat Pembelian Tiket Secara Online Pada Generasi Milenial. Jurnal Bisnis, Manajemen, Dan Akuntansi, 8(1), 1–19. https://doi.org/10.54131/jbma.v8i1.113
  6. Fadillah, H. (2023). Pengaruh Kualitas Pelayanan, Kualitas Produk, Promosi Dan Harga Terhadap Keputusan Pembelian Di Dealer Yamaha Suryanata Amuntai. Inovatif Jurnal Administrasi Niaga, 5(2), 1–12. https://doi.org/10.36658/ijan.5.2.104
  7. Febitasari, R., Purwanto, H., & Apriyanti, A. (2022). Pengaruh harga, lokasi, kualitas pelayanan dan kelengkapan produk terhadap keputusan pembelian pada minimarket di kecamatan barat. SIMBA: Seminar Inovasi Manajemen, Bisnis, Dan Akuntansi, 4. https://prosiding.unipma.ac.id/index.php/SIMBA/article/view/3334
  8. Fika Arum Septiana, Erwin Syahputra, & Rike Kusuma Wardhani. (2024). Pengaruh Kelengkapan Produk, Harga dan Kualitas Layanan Terhadap Loyalitas Pelanggan Pada Dina Swalayan Pace Nganjuk: CV. Anugerah Maju Sejahtera. Maeswara: Jurnal Riset Ilmu Manajemen Dan Kewirausahaan, 2(3 SE-Articles), 130–145. https://doi.org/10.61132/maeswara.v2i3.904
  9. Fitriana, R., & Suprehatin, S. (2018). Aplikasi theory of planned behavior dan atribut produk terhadap keputusan pembelian produk susu cair dalam kemasan pada mahasiswa Indonesia dan Malaysia. Jurnal Agribisnis Indonesia (Journal of Indonesian Agribusiness), 6(2), 143–152. https://doi.org/10.29244/jai.2018.6.2.149-168
  10. Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25 (Edisi 9). Badan Penerbit Universitas Diponegoro.
  11. Hair Jr, J. F. (2021). Next-generation prediction metrics for composite-based PLS-SEM. Industrial Management & Data Systems, 121(1), 5–11. https://doi.org/10.1108/IMDS-08-2020-0505
  12. Indrasari, M. (2019). Pemasaran Dan Kepuasan Pelanggan: pemasaran dan kepuasan pelanggan. unitomo press.
  13. Jacobus, T. S. W., Lumanauw, B., & Kawet, R. C. (2022). Pengaruh kelengkapan produk, harga, dan promosi terhadap keputusan pembelian konsumen pada Freshmart Superstore Bahu Manado di masa pandemi Covid-19. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(4), 95–105. https://doi.org/10.35794/emba.v10i4.42492
  14. Kotler, P., & Armstrong, G. (2008). Prinsip-prinsip pemasaran (Vol. 1, Issue 2). Jilid.
  15. Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
  16. Lianardi, W., & Chandra, S. (2019). Analysis Of Service Quality, Product Completeness, And Price On Purchasing Decisions At Juni Minimarket Pekanbaru. Kewirausahaan Dan Bisnis, 45(1), 45–58.
  17. Lovelock, D., Mendel, M., & Larry Wright, A. (2007). An introduction to the mathematics of money: saving and investing. Springer.
  18. Melisa, M., & Nur Fietroh, M. (2021). Pengaruh Kelengkapan Produk, Kualitas Pelayanan Dan Harga Terhadap Keputusan Pembelian Pada Baby Shop Roberto Sumbawa: Indonesia. Jurnal Manajemen Dan Bisnis, 4(2), 10–17. https://doi.org/10.37673/jmb.v4i2.1299
  19. Mulyana, S. (2021). Pengaruh harga dan ulasan produk terhadap keputusan pembelian produk fashion secara online pada shopee di Pekanbaru. Jurnal Daya Saing, 7(2), 185–195. https://doi.org/10.35446/dayasaing.v7i2.665
  20. Nurjamilah, S. F., Romadon, A. S., & Putri, S. E. (2023). Pengaruh Kualitas Pelayanan, Kelengkapan Produk Dan Harga Terhadap Keputusan Pembelian Pada “Kopima Aja.” Jurnal Ilmiah Bidang Ilmu Ekonomi, 21(1), 453–469.
  21. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of Retailing, 64(1), 12.
  22. Pramana, M. Z. R., Winarno, S. T., & Amir, I. T. (2023). Analisis Perilaku Konsumen dalam Keputusan Pembelian Sayuran Melalui Pendekatan Theory of Planned Behavior (Studi Kasus di Pasar Modern Cirtaland, Surabaya). Jurnal Ilmiah Universitas Batanghari Jambi, 23(1), 86–98. https://doi.org/10.33087/jiubj.v23i1.2853
  23. Purwantoro, P. (2019). Pengaruh Pemilihan Tata Letak Produk, Harga Dan Kelengkapan Produk Terhadap Keputusan Pembelian Pada Swalayan Grace Mart Bangun Jaya. HIRARKI: Jurnal Ilmiah Manajemen Dan Bisnis, 1(2), 12–17.
  24. Safitri, J., Islam, U., & Yogyakarta, I. (2024). Pengaruh Penggunaan Qris Terhadap Perilaku Konsumsi Makanan Generasi Z: Analisis Theory of Planned Behavior (TPB). https://doi.org/10.30739/istiqro.v10i1.2827
  25. Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
  26. Sujarweni, W. (2014). Metodologi Penelitian Pustaka Baru Press. Yogyakarta.
  27. Widia, N., Sulistyandari, & Nofirda, F. A. (2022). Pengaruh Promosi, Kualitas Pelayanan dan Kelengkapan Produk Terhadap Keputusan Pembelian Konsumen di Guardian Store Pekanbaru. Muhammadiyah Riau Accounting and Business Journal, 3(1). https://doi.org/10.37859/mrabj.v3i1.2768
  28. Wijaya, A., Wulandari, J., & Nugeraha, P. (2020). Kajian Tentang Keputusan Pembelian Produk Ramah Lingkungan Dalam Perspektif Theory of Planned Behavior. Jurnal Sosial Humaniora, 11(2), 141–151. https://doi.org/10.30997/jsh.v11i2.2658