The Role Of Service Quality In Influencing Consumer Purchase Decisions At The Sociolla Cosmetic Store, Mall Boemi Kedaton, Bandar Lampung

Abstract

The cosmetics industry is currently navigating a dynamic landscape where the convenience of online shopping increasingly intersects with the enduring appeal of physical retail experiences. Recognizing the continued significance of offline channels and the pivotal role of service quality in shaping consumer purchasing behaviors within this context, this study aimed to analyze the impact of service quality on consumer purchase decisions at the Sociolla cosmetics store in Mall Boemi Kedaton, Bandar Lampung. This research was theoretically grounded in purchase decision theory, service quality principles, and marketing concepts. To investigate this relationship, a quantitative approach with an explanatory design was employed. Data were collected through a survey instrument comprising 15 questions, administered to 100 customers who had made purchases at the store to identify specific service quality elements influencing their behavior and subsequent purchase choices. The collected data were analyzed using descriptive statistics, correlation tests, simple linear regression, linearity tests, t tests, and the coefficient of determination (Adjusted R²). The findings reveal that service quality exerts a substantial impact on purchase decisions, explaining 72.6% of the variation in consumer behavior. This underscores the central role of service quality in shaping the in store shopping experience and fostering customer satisfaction and loyalty. Notably, each dimension of service quality reliability, responsiveness, assurance, empathy, and tangible evidence was found to affect purchasing decisions. Consequently, this study highlights the importance of these service quality attributes at Sociolla and contributes to the development of marketing strategies within the cosmetics sector by emphasizing the critical role of service quality in attracting and retaining customers.