Analysis of Servicescape, Service Quality, and Product Quality on Consumer Purchasing Decisions of Padang Beach Culinary MSMEs

Reyngga Yusvika Aviandita; Rini Suryani; Fakhri Rabialdy; Bella Nissa; Azkia Dwi Sadira

doi:10.55681/economina.v5i6.3961

Authors

Reyngga Yusvika Aviandita Pahlawan Tuanku Tambusai University, Indonesia
Rini Suryani Pahlawan Tuanku Tambusai University, Indonesia
Fakhri Rabialdy Pahlawan Tuanku Tambusai University, Indonesia
Bella Nissa Pahlawan Tuanku Tambusai University, Indonesia
Azkia Dwi Sadira Pahlawan Tuanku Tambusai University, Indonesia

DOI:

https://doi.org/10.55681/economina.v5i6.3961

Keywords:

Servicescape, Service Quality, Product Quality, Purchasing Decision, Culinary Msmes

Abstract

Increasing competition among culinary MSMEs in tourist destinations requires business owners to understand the factors influencing consumers’ purchasing decisions. This study aims to analyze the effects of servicescape, service quality, and product quality on consumers’ purchasing decisions at culinary MSMEs in Padang Beach tourism area. A quantitative approach was employed using a survey method involving 86 respondents selected through accidental sampling. Data were analyzed using multiple linear regression with the assistance of IBM SPSS Statistics 26. The results indicate that service quality and product quality have a positive and significant effect on purchasing decisions, while servicescape has no significant partial effect. Simultaneously, servicescape, service quality, and product quality have a significant effect on purchasing decisions. The Adjusted R Square value of 0.779 indicates that the three independent variables explain 77.9% of the variation in purchasing decisions, while the remaining 22.1% is explained by other factors outside the research model. Product quality has the strongest relative influence, with a Standardized Coefficient Beta of 0.445.

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