Pengaruh Pelayanan Prima dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen pada Toko Zae Prima Sibolga

Meiman Saputra Gulo (STIE Al Washliyah Sibolga)
Rosmita Ambarita (STIE Al Washliyah Sibolga)
Azriadi Tanjung (STIE Al Washliyah Sibolga)

EBISMA: Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi
Vol. 3 No. 01 (2026): EBISMA : Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi

This study examines the effect of service excellence and product quality on consumer purchasing decisions at Toko Zae Prima Sibolga. A quantitative descriptive method was employed with a sample of 50 respondents using questionnaires and interviews. The results show that service excellence positively affects purchasing decisions (r = 0.269), while product quality has a stronger effect (r = 0.531). Multiple regression analysis indicates that both variables simultaneously explain 52.5% of the variation in purchasing decisions. The t-test and F-test confirm that both variables significantly influence purchasing decisions (p < 0.05). The findings highlight the importance of enhancing product quality supported by excellent service to encourage consumer purchase decisions.