<![CDATA[This study aims to analyze the effect of Service Quality on Purchase Decision and to examine the role of Customer Experience as a moderating variable in the relationship between Service Quality and Purchase Decision at Pempek Cek Ana. This research employed a quantitative approach with an explanatory research design. The population consisted of consumers who had purchased products from Pempek Cek Ana, with a total sample of 100 respondents selected using a purposive sampling technique. Data were collected through questionnaires using a Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4.1.1.7 software. The results revealed that Service Quality had a positive and significant effect on Purchase Decision, indicated by a path coefficient of 0.653, a t-statistic value of 10.360, and a p-value of 0.000. Furthermore, Customer Experience significantly moderated and strengthened the effect of Service Quality on Purchase Decision, with an interaction coefficient of 0.260, a t-statistic value of 3.506, and a p-value of 0.000. The R-square value of 0.554 indicates that the research model explains 55.4% of the variation in Purchase Decision. This finding implies that improving service quality supported by positive customer experiences can become an effective strategy to encourage consumer purchase decisions at Pempek Cek Ana.]]>
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