ANALISIS PENGARUH KUALITAS PELAYANAN, KETERSEDIAAN PRODUK, DAN CITRA TOKO TERHADAP KEPUTUSAN PEMBELIAN DI TOKO SPAREPART MOTOR PUTRA LAWU

Abstract

This study aims to analyze the influence of service quality, product availability, and store image on
purchasing decisions at motorcycle spare parts stores both partially and simultaneously. This research
is a quantitative research with survey design. The population in this study is 623 customers of the Putra
Lawu store taken from sales data during June – November 2023, while the sample is 86 customers taken
using purposive sampling techniques. Data were collected using questionnaires, then analyzed using t
Test, F Test and Coefficient of Determination Test. The results showed that service quality, product
availability, and store image on purchasing decisions at motorcycle spare parts stores both partially
and simultaneously. This means that when service quality, product availability, and store image are
well managed, it positively influences consumer purchasing decisions at the Putra Lawu motorcycle
spare parts store. In other words, the combination of these three factors has a strong influence in
persuading consumers to choose and make purchases at the store. Therefore, a good understanding
and management of service quality, product availability, and store image is very important for a store's
success in attracting and retaining customers.