THE EFFECT OF PRODUCT QUALITY, PRODUCT COMPLETENESS AND EMPLOYEE SERVICE QUALITY ON PURCHASING DECISIONS: STUDY ON HYPER MARKET LEADER CUSTOMERS DILI TIMOR LESTE

Abstract

Purchasing decisions are important things that need to get the attention of companies selling goods and services. This is of course a challenge for companies engaged in retail in order to retain customers. This study aims to analyze and explain the factors that influence purchasing decisions such as product quality, product completeness, and service quality. To achieve this goal, 100 respondents who are Hyper Market Leader customers are used. The data analysis technique used is multiple linear regression. The results of the analysis show that product quality partially has a significant effect on purchasing decisions at Hyper Market Leader, product completeness partially has a significant effect on purchasing decisions at Hyper Market Leader, and service quality partially has a significant effect on purchasing decisions at Hyper Market Leader. The results also show that overall product quality is in the medium category, product completeness is in the high category, overall service quality is in the very high category, and overall purchasing decisions are in the high category. For this reason, it is recommended that the product quality variable is expected to provide product guarantees to consumers so that they do not switch to other products. Completeness of Hypermarket Leader merchandise products should be able to increase product completeness by maintaining the superiority of products sold. Hypermarket Leader employees should continue to maintain the quality of their services to consumers so that they are easily recognized and attractive among the wider community.