KELENGKAPAN PRODUK DAN KUALITAS PELAYANAN DALAM MEMPENGARUHI KEPUTUSAN PEMBELIAN PADA APOTEK MANDIRI SUMBAWA BESAR

Abstract

This study aims to determine the effect of product completeness and service quality on purchasing decisions at Mandiri Pharmacy, Sumbawa Besar. This research uses an associative research method. The type of data examined in this study is quantitative data in the form of scores from respondents’ answers, which were collected directly from primary sources using questionnaires. The population in this study consisted of consumers who had purchased products at Mandiri Pharmacy, Sumbawa Besar, with the exact number of consumers being unknown. The sampling technique used the Lemeshow formula, resulting in a total sample size of 96 respondents. The sample selection was conducted using the accidental sampling technique. Data analysis was performed using multiple linear regression analysis, t-test, F-test, and R² test. The results of the study showed that, partially, product completeness had a positive and significant effect on purchasing decisions, based on the value of t-statistic being greater than the t-table value (5.083>1.986). Service quality also had a positive and significant effect on purchasing decisions, based on the value of t-statistic being greater than the t-table value (6.997>1.986). Simultaneously, product completeness and service quality have a significant effect on purchasing decisions, based on the value of F-statistic being greater than the F-table value (142.717>3.094). Furthermore, the R² value was 0.749, which means that the percentage of the influence of product completeness and service quality on purchasing decisions was 74.9%, and the remaining of 25.1% was influenced by other variables outside this study, such as economic, psychological, social, and technological factors.