The Influence of Product and Service Quality on Consumers’ Purchasing Decisions at Pentol Prasmanan Terserah, Surakarta

Abstract

The background of this study lies in the increasing competition within the culinary sector, which requires business actors to maintain the quality of both products and services in order to sustain their target markets. The objective of this research is to examine the influence of product and service quality on consumer behavior in making purchasing decisions at Pentol Prasmanan Terserah, Surakarta. This research adopts a quantitative approach, where data collection was carried out through surveys distributed to customers of Pentol Prasmanan Terserah to measure perceptions of product and service quality. The sample was determined using the accidental sampling technique, involving 97 respondents who were consumers of Pentol Prasmanan Terserah. Data were obtained through structured questionnaires based on a five-point Likert scale as the main research instrument, and statistical analysis was conducted using multiple linear regression with the assistance of SPSS version 26 as the data processing tool.  The results of the regression analysis indicate that both product and service quality partially have a positive and significant effect on purchasing decisions, with a significance value below 0.05. Therefore, the proposed hypotheses are accepted, and the coefficient of determination (R²) of 0.654 reflects the model’s strong ability to explain variations in consumer purchasing decisions. These findings affirm that improvements in product quality such as taste, cleanliness, and presentation along with fast and friendly service, contribute significantly to enhancing consumers’ purchasing decisions. This study provides practical implications for local culinary business owners in strengthening customer engagement through consistent product and service quality. of village officials and simplifying the village financial management system.