Exploring the interplay of product quality and service attributes in consumer purchase decisions: Insights from sustainable business practices
DOI:
https://doi.org/10.61511/ecoprofit.v2i2.2025.1339Keywords:
Product quality, Service attributes, Menu variation, Purchase decisionsAbstract
Background: Understanding the factors that influence customer purchase decisions is essential in the competitive culinary industry. This study aims to examine the interplay between product quality and service attributes, alongside location, menu variation, and price, in shaping customer behavior at Takashimura Kudus, a local culinary business. Previous studies have highlighted the importance of these factors individually, but their combined effects remain underexplored. Methods: The study employed a quantitative research design, using purposive sampling to collect data from 100 respondents. A structured questionnaire measured consumer perceptions of key variables using a Likert scale. Data were analyzed using multiple linear regression to identify both individual and collective influences of the factors on purchase decisions. Findings: Results indicate that menu variation is the only variable with a positive and significant individual effect on purchase decisions, while location, product quality, service quality, and price do not show significant individual effects. However, these factors collectively influence purchase decisions significantly. This suggests that businesses must adopt a comprehensive strategy that integrates these elements to meet consumer expectations effectively. Conclusion: The study highlights the critical role of menu diversity as a driver of consumer behavior and the need for businesses to address multiple factors simultaneously to remain competitive. Novelty/Originality of Article: This research provides a novel perspective by analyzing the combined effects of product quality, service attributes, and other factors, emphasizing their collective significance in the context of small-scale culinary enterprises.
References
Alzoubi, H. M., In'airat, M., & Ahmed, G. (2022). Investigating the impact of total quality management practices and Six Sigma processes to enhance the quality and reduce the cost of quality: the case of Dubai. International journal of business excellence, 27(1), 94-109. http://dx.doi.org/10.1504/IJBEX.2022.123036
Ashraf, S., Bardhan, A.K. (2024). A location and capacity-allocation game model for two competing online delivery platforms seeking new customers. Electronic Commerce Research. https://doi.org/10.1007/s10660-024-09891-w
Belyaeva, Z., Rudawska, E. D., & Lopatkova, Y. (2020). Sustainable business model in food and beverage industry–a case of Western and Central and Eastern European countries. British Food Journal, 122(5), 1573-1592. http://dx.doi.org/10.1108/BFJ-08-2019-0660
Chen, X., & Voigt, T. (2020). Implementation of the Manufacturing Execution System in the food and beverage industry. Journal of Food Engineering, 278, 109932. https://doi.org/10.1016/j.jfoodeng.2020.109932
Cynthia, L. R. W., Widianti, H. S., & Hadibrata, B. (2022). Determinasi keputusan pembelian: Harga, promosi, dan kualitas produk (Literature review manajemen pemasaran). Jurnal Ilmu Manajemen Terapan, 3(4), 452–462. https://doi.org/10.31933/jemsi.v3i4.977
Endeshaw, B. (2021). Healthcare service quality-measurement models: a review. Journal of Health Research, 35(2), 106-117. https://doi.org/10.1108/JHR-07-2019-0152
Erisca, F., & Ismayuni, T. U. (2023). The effect of service quality and menu variation on purchasing decisions. Jurnal Ekonomi, 12(4). http://ejournal.seaninstitute.or.id/index.php/Ekonomi
Fahriana, A., Dirwan, & Agunawan. (2023). Pengaruh variasi menu, kualitas produk, dan lokasi terhadap keputusan pembelian donat Kampar. Jurnal Akuntansi dan Manajemen, 1(8), 40–51. https://e-library.nobel.ac.id/index.php/index.php?p=show_detail&id=3292
Hartatik, Mendrofa, S. A., Mar’ati, F. S., Wicahyono, A., & Permana, I. (2024). The influence of product quality, location, and word of mouth on purchase decisions. Management Studies and Entrepreneurship Journal, 5(1), 524–533. http://journal.yrpipku.com/index.php/msej
Hassan, T. H., & Salem, A. E. (2021). Impact of service quality of low-cost carriers on airline image and consumers’ satisfaction and loyalty during the COVID-19 outbreak. International journal of environmental research and public health, 19(1), 83. https://doi.org/10.3390/ijerph19010083
Hijeriah, E. M., Aditiya, V., & Andayani, R. (2022). Analisis dimensi kualitas pelayanan jasa PT Federal International Finance (FIF Group) Cabang Dumai. Jurnal Pendidikan dan Konseling, 4(2), 6419–6429. https://journal.universitaspahlawan.ac.id/index.php/jpdk/article/view/6499
Kapsdorferová, Z., Bogueva, D., Marinova, D. (2024). Consumer Attitudes and Views on Sustainable Food Consumption. In: Bogueva, D. (eds) Consumer Perceptions and Food. Springer, Singapore. https://doi.org/10.1007/978-981-97-7870-6_15
Kelvinia, K., Putra, M. U. M., & Efendi, N. (2021). Pengaruh lokasi, harga, dan kualitas pelayanan terhadap keputusan pembelian. Jurnal Wira Ekonomi Mikroskil, 11(2), 85–98. https://doi.org/10.55601/jwem.v11i2.795
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Limpo, L., Rahim, A., & Hamzah, H. (2018). Effect of product quality, price, and promotion on purchase decision. International Journal on Advanced Science, Education, and Religion, 1(1), 9–22. https://doi.org/10.33648/ijoaser.v1i1.2
Miftahudin, D. R. Z. D. (2024). The effect of price, variation product, and service quality on buying decision at marketplace Shopee. International Journal of Economics, Business and Accounting Research, 2024(1), 1–11. https://doi.org/10.29040/ijebar.v8i1.12510
Ningtiyas, T. S. (2020). Pengaruh persepsi harga, lokasi, dan kualitas pelayanan terhadap kepuasan konsumen pada jasa pengiriman barang. IQTISHA Dequity Jurnal Manajemen, 2(1), 46–53. https://doi.org/10.51804/iej.v2i1.551
Ozbekler, T. M., & Ozturkoglu, Y. (2020). Analysing the importance of sustainability‐oriented service quality in competition environment. Business Strategy and the Environment, 29(3), 1504-1516. https://doi.org/10.1002/bse.2449
Pramono, R., Cornelia, J., Tiffany, T., Sastradi, Y. ., & Purwanto, A. (2020). Pengaruh Pembelajaran Variasi Menu, Harga, Lokasi dan Promosi pada Intensi Beli di Restoran XYZ Gading Serpong. Edumaspul: Jurnal Pendidikan, 4(1), 226–235. https://doi.org/10.33487/edumaspul.v4i1.352
Pratiwi, A., Junaedi, D., & Prasetyo, A. (2021). Pengaruh Harga terhadap Keputusan Pembelian Konsumen: El-Mal. Jurnal Kajian Ekonomi & Bisnis Islam, 2(2), 150–160. https://doi.org/10.47467/elmal.v2i2.473
Puspita, Y. D., & Rahmawan, G. (2021). Pengaruh harga, kualitas produk, dan citra merek terhadap keputusan pembelian produk Garnier. Jurnal Sinar Manajemen, 8(2), 98–104. https://doi.org/10.56338/jsm.v8i2.1644
Rathu Manannalage, K.M.L., Chai, A. & Ratnasiri, S. (2023). Eating to live or living to eat? Exploring the link between calorie satiation, Bennett’s law, and the evolution of food preferences. Journal of Evolutionary Economics, 33, 1197–1236. https://doi.org/10.1007/s00191-023-00828-4
Rufial, I. M. (2022). Pengaruh kualitas produk, persepsi harga, dan celebrity endorsement terhadap keputusan pembelian skincare (produk serum) di PT. AVO Innovation Technology (Avoskin). Jurnal Ikraith-Ekonomika, 5(3), 215–224. https://doi.org/10.37531/yum.v5i1.1545
Sari, D. P. (2021). Faktor-faktor yang memengaruhi keputusan pembelian, kualitas produk, harga kompetitif, lokasi. Jurnal Ilmu Manajemen Terapan, 2(4), 524–533. https://doi.org/10.31933/jimt.v2i4.463
Setiawan, M. H., Komarudin, R., & Kholifah, D. N. (2022). Pengaruh kepercayaan, tampilan, dan promosi terhadap keputusan pemilihan aplikasi marketplace. Jurnal Infortech, 4(2), 141. http://ejournal.bsi.ac.id/ejurnal/index.php/infortech139
Sheth, J. (2021). New areas of research in marketing strategy, consumer behavior, and marketing analytics: the future is bright. Journal of Marketing Theory and Practice, 29(1), 3-12. http://dx.doi.org/10.1080/10696679.2020.1860679
Shokouhyar, S., Shokoohyar, S., & Safari, S. (2020). Research on the influence of after-sales service quality factors on customer satisfaction. Journal of Retailing and Consumer Services, 56, 102139. https://doi.org/10.1016/j.jretconser.2020.102139
Tijjang, B., Junaidi, J., Nurfadhilah, N., & Putra, P. (2023). The role of brand love, trust, and commitment in fostering consumer satisfaction and loyalty. FWU Journal of Social Sciences, 17(1). https://doi.org/10.51709/19951272/spring2023/8
Timo, F. (2021). Pengaruh variasi menu dan kualitas pelayanan terhadap kepuasan tamu di Hotel Victory Kefamenanu. Inspirasi Ekonomi: Jurnal Ekonomi Manajemen, 3(3), 8–16. https://doi.org/10.32938/ie.v3i3.1267
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2025 Muhammad Rizqi Saputra, Efriyani Sumastuti, Qristin Violinda
This work is licensed under a Creative Commons Attribution 4.0 International License.
