Pengaruh Kelengkapan Produk, Kualitas Pelayanan, Harga dan Lokasi Terhadap Keputusan Pembelian: Studi Pada Toko Kelontong Madura di Kota Surakarta

David Damar Wijayanto (Universitas SIamet Riyadi Surakarta, Jawa Tengah)
Mutya Paramita Pratita (Universitas Slamet Riyadi Surakarta, Jawa Tengah)

Jurnal Ilmiah Manajemen, Ekonomi dan Akuntansi
Vol. 6 No. 2 (2026): JULI : Jurnal Ilmiah Manajemen, Ekonomi dan Akuntansi

Madura grocery stores represent a form of micro retail business that has experienced rapid growth in Surakarta City. This study aims to examine the influence of product completeness, service quality, price, and location on consumer purchasing decisions. The research employs a quantitative approach using primary data collected through questionnaires distributed to respondents. The sampling technique applied is quota sampling, with a total of 100 respondents. Data analysis is conducted using multiple linear regression, t-test, F-test, and the coefficient of determination (R²), supported by IBM SPSS version 25 software. The results indicate that all variables examined—product completeness, service quality, price, and location have a significant effect on consumer purchasing decisions