PENGARUH KUALITAS LAYANAN DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN PADA TOKO PLASTIK DI KOTA MAKASSAR

Nuraeni Nuraeni (Program Magister Manajemen, Universitas Fajar, Makassar)
Muhammad Ridwan Arif (Universitas Fajar, Makassar)
Syamsuddin Bidol (Universitas Fajar, Makassar)

Jeinsa : Jurnal Ekonomi Ichsan Sidenreng Rappang
Vol 5 No 2 (2026): Hal

This study aims to analyze the effect of service quality and location on customer purchase decisions at plastic stores in Makassar City. The study employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 103 respondents who met the research criteria. Data analysis was conducted using multiple linear regression with the assistance of IBM SPSS. The analyses included validity testing, reliability testing, classical assumption testing, partial t-test, simultaneous F-test, and coefficient of determination (R²). The research results indicate that service quality and location have a positive and significant partial effect on purchasing decisions; likewise, service quality and location have a significant simultaneous effect on purchasing decisions. The findings imply that store managers should prioritize improving service quality while maintaining accessibility and convenience of the store location.