Dampak Kualitas Pelayanan terhadap Keputusan Pembelian di Indomaret Garut dalam Era Modernisasi Ritel
Authors: Hidayat Taofik , Rusdian Suca , Febryan Rival 
Published: January 2025

ABSTRAK
Industri ritel kini menghadapi tantangan besar di era modernisasi yang didorong oleh perkembangan teknologi digital. Penelitian ini menganalisis pengaruh kualitas pelayanan terhadap keputusan pembelian di Indomaret Garut menggunakan pendekatan kuantitatif dengan metode deskriptif dan asosiatif. Sampel penelitian terdiri dari 92 konsumen member yang dipilih melalui Simple Random Sampling. Data dikumpulkan melalui kuesioner dan dianalisis dengan IBM SPSS 25 for Windows. Hasil penelitian menunjukkan hubungan kuat antara kualitas pelayanan dan keputusan pembelian dengan koefisien korelasi 0,728. Analisis koefisien determinasi mengungkap bahwa kualitas pelayanan berkontribusi sebesar 53% terhadap keputusan pembelian, sementara 47% dipengaruhi faktor lain seperti harga, fasilitas, dan kualitas produk. Uji hipotesis menunjukkan kualitas pelayanan memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, dengan thitung 10,078 yang lebih besar dari ttabel 2,925 dan signifikansi 0,000. Penelitian ini mendukung studi sebelumnya yang menekankan pentingnya kualitas pelayanan dalam keputusan pembelian konsumen. Implikasi praktis meliputi investasi dalam pelatihan karyawan, pemanfaatan teknologi, penelitian berkala, peningkatan program loyalitas, serta kolaborasi dengan pemasok. Strategi-strategi ini dapat meningkatkan kepuasan konsumen dan memastikan pertumbuhan berkelanjutan di masa depan, memberikan wawasan penting bagi manajemen untuk meningkatkan kualitas pelayanan.
Kata Kunci: Kualitas Pelayanan, Keputusan Pembelian

ABSTRACT
The retail industry is now facing big challenges in the era of modernization driven by developments in digital technology. This research analyzes the influence of service quality on purchasing decisions at Indomaret Garut using a quantitative approach with descriptive and associative methods. The research sample consisted of 92 consumer members selected through Simple Random Sampling. Data was collected through questionnaires and analyzed using IBM SPSS 25 for Windows. The research results show a strong relationship between service quality and purchasing decisions with a correlation coefficient of 0.728. Analysis of the coefficient of determination reveals that service quality contributes 53% to purchasing decisions, while 47% is influenced by other factors such as price, facilities and product quality. Hypothesis testing shows that service quality has a positive and significant influence on purchasing decisions, with a tcount of 10.078 which is greater than a ttable of 2.925 and a significance of 0.000. This research supports previous studies which emphasize the importance of service quality in consumer purchasing decisions. Practical implications include investment in employee training, use of technology, regular research, improved loyalty programs, and collaboration with suppliers. These strategies can increase consumer satisfaction and ensure sustainable growth in the future, providing important insights for management to improve service quality.
Keywords: Service Quality, Purchasing Decisions