Indonesian Journal of Business Analytics (IJBA)
Vol. 4 No. 2 (2024): April 2024

Comprehensive Analysis of the Impact of Service and Product Quality on Purchasing Decisions through Purchase Intentions for Ice Cream Products

Rahayu Prihatiningsih (Universitas Swadaya Gunung Jati)
Afronjiah Afronjiah (Universitas Swadaya Gunung Jati)
Ramlah Puji Astuti (Universitas Swadaya Gunung Jati)

Article Info

Publish Date
17 May 2024

Abstract

The aim of this study was to examine the influence of product and service quality on purchasing decisions, mediated by purchase intention as an intervening variable. The research was conducted to enhance purchasing decisions at Ice Cream Shop in Cirebon. Purposive sampling was used to select participants.  The data were analysed using partial least squares structural equation modelling (SEM-PLS) with the Smart-PLS 3.0 application. The results indicate that service quality has a positive impact on purchase intention but does not significantly affect purchasing decisions. Additionally, the service quality variable affects purchase intention but does not significantly impact purchasing decisions. The study found that the purchase intention variable mediated the relationship between product quality and service quality on purchasing decisions. This study suggests that future researchers could investigate additional variables that may influence purchasing decisions at ice cream shops.

Copyrights © 2024




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Indonesian Journal of Business Analytics (IJBA)
Website

Abbrev

ijba

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Indonesian Journal of Business Analytics (IJBA) is a peer-reviewed journal providing a space for both practitioners and academics for disseminating research results that work in Business Analytics and related fields. IJBA provides an outlet for the increasing flow of interdisciplinary research ...