THE INFLUENCE OF SERVICE QUALITY, PRODUCT AVAILABILITY AND PRODUCT QUALITY ON PURCHASE DECISIONS AT HAWLA FASHION STORE
Published:
2026-11-05Downloads
Abstract
This study aims to determine and analyze the effect of service quality, product availability, and product quality on purchasing decisions at Hawla Fashion Store. This study employed a quantitative approach with a sample of 125 respondents. The sampling technique used was purposive sampling. Data were collected through questionnaires distributed to consumers of Hawla Fashion Store who met the research criteria. The data were analyzed using multiple linear regression with the assistance of SPSS, along with hypothesis testing using the t-test, F-test, and coefficient of determination (R²). The results show that, partially, service quality has a positive and significant effect on purchasing decisions, while product availability has no significant effect on purchasing decisions. Furthermore, product quality has a positive and significant effect on purchasing decisions. Simultaneously, service quality, product availability, and product quality have a significant effect on purchasing decisions. The F-test results show an F-count of 41.897 with a significance level of 0.000 < 0.05. The correlation coefficient (R) is 0.714, while the R Square value is 0.497, indicating that service quality, product availability, and product quality explain 49.7% of the variation in purchasing decisions, while the remaining 50.3% is explained by other factors outside the research model.
Keywords:
Service Quality, Product Availability Product Quality Purchasing Decision.References
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