The Influence of Product Completeness and Service Quality on Purchase Decisions Mediated by Consumer Satisfaction (A Case Study of Hemat Toserba and Grosir in Cianjur Regency)

Abstract

This study aims to analyze the effects of product completeness and service quality on purchasing decisions through consumer satisfaction at Hemat Toserba and Grosir in Cianjur Regency. This research employed a quantitative approach using a survey method involving 180 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 3. The results indicate that product completeness and service quality have a positive and significant effect on consumer satisfaction. Product completeness does not have a direct and significant effect on purchasing decisions, whereas service quality and consumer satisfaction have a positive and significant effect on purchasing decisions. Consumer satisfaction fully mediates the effect of product completeness on purchasing decisions and partially mediates the effect of service quality on purchasing decisions.