The Role of Service Quality and Product Quality in Driving Purchase Decisions at Cherry Katering Bandung
DOI:
https://doi.org/10.59890/ijma.v4i4.69Keywords:
Purchasing Decisions, Product Quality, ServiceAbstract
Cherry Catering Bandung is a catering service provider that serves a variety of needs ranging from wedding events, business meetings, to family gatherings. Currently, Cherry Catering is facing intense competition due to the increasing number of catering businesses offering diverse packages and promotions. In addition, Cherry Catering has been experiencing a decline in the number of purchases in 2024. The purpose of this study is to identify, describe, and analyze the influence of service and product quality on purchasing decisions at Cherry Catering Bandung. The research method used is descriptive-verificative with multiple linear regression analysis techniques. The analysis was conducted using validity tests, reliability tests, classical assumption tests, correlation coefficients, and determination coefficients. Based on the research results with 67 respondents, the findings indicate that the service condition is rated as poor, the product quality is fairly good, and purchasing decisions are also fairly good. Furthermore, service and product quality influence purchasing decisions at Cherry Catering Bandung by 30%, while the remaining 70% is influenced by other variables not examined in this study. The benefit of this research is to serve as a reference for Cherry Catering to improve its service and product quality in order to encourage consumer purchasing decisions, as well as a reference for future researchers conducting similar studies in the catering service field.
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