Pengaruh Kualitas Pelayanan dan Kemudahan Transaksi terhadap Keputusan Pembelian secara Offline (Studi Kasus pada Konsumen Kios Kuliner Rusunawa KS Tubun)

Destiny Hartanti Rosadi
Imas Chandra Pratiwi
Nidia Sofa
Hana Nurdina
Haris Satria Putra

Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025

The decrease in offline purchasing activity at the Rusunawa KS Tubun culinary kiosk poses a challenge for management in enhancing the residents' economic situation. This study analyzes the impact of service quality and transaction ease on offline purchasing decisions among consumers at the Rusunawa KS Tubun culinary kiosk. This study employs a quantitative research method utilizing Partial Least Squares-Structural Equation Modeling (PLS-SEM) analysis. A total of 130 respondents were obtained using simple random sampling. The findings indicate that service quality positively and significantly influences offline purchasing decisions. Additionally, the ease of transaction significantly impacts offline food purchasing decisions. The model's R-square value of 0.643 suggests that the contribution of both variables to explaining offline purchasing decisions falls within the moderate to strong range. This finding highlights the significance of transaction ease in shaping an individual's decision during offline purchases.