THE EFFECT OF SERVICE QUALITY ON CONSUMER BUYING INTEREST AT THE ALTIC HOUSEWARE STORE IN MEDAN

Alda Febriani; Teuku Fahmi; Teguh dwi putra

doi:10.46576/ijsseh.v7i2.9307

THE EFFECT OF SERVICE QUALITY ON CONSUMER BUYING INTEREST AT THE ALTIC HOUSEWARE STORE IN MEDAN

Alda Febriani, Teuku Fahmi, Teguh dwi putra

Abstract

This study aims to determine the effect of service quality on consumer purchasing interest at the Altic Houseware Store in Medan. The background of this study is based on the increasingly tight competition in the household goods retail business which requires business actors to improve service quality to attract and retain consumers. Service quality is considered as one of the important factors that can influence consumer purchasing interest. The research method used is a quantitative approach with an associative research type. The population in this study were all consumers of the Altic Houseware Store in Medan with an average of 4,500 people per month. The research sample was determined using the Slovin formula of 98 respondents with an accidental sampling technique. Data collection techniques were carried out through a questionnaire with a Likert scale. Data analysis used validity tests, reliability tests, classical assumption tests, simple linear regression analysis, t-tests, and coefficients of determination (R²). The results showed that service quality had a positive and significant effect on consumer purchasing interest. This is evidenced by the calculated t-value of 16.337 with a significance level of 0.000 (<0.05). The regression equation obtained is Y = 5.873 + 0.418X, indicating that any increase in service quality will increase consumer purchasing interest. The coefficient of determination (R²) of 0.735 indicates that service quality can explain 73.5% of the variation in consumer purchasing interest, while the remaining 26.5% is influenced by other factors outside the study. Thus, it can be concluded that service quality plays a very important role in increasing consumer purchasing interest at the Altic Houseware Store in Medan. Therefore, the store is advised to continuously improve service quality to increase consumer appeal and loyalty.

Keywords

service quality, consumer purchasing interest

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References

Based on the research results and discussion regarding the influence of service quality on consumer purchasing intention at the Altic Houseware Store in Medan, it can be concluded that:

The results indicate that service quality has a positive and significant effect on consumer purchasing intention. This is evidenced by the t-test results, which showed a significance value less than 0.05, thus the research hypothesis is accepted.

The coefficient of determination (R²) of 0.735 indicates that service quality explains 73.5% of the variation in consumer purchasing intention. Meanwhile, the remaining 26.5% is influenced by other factors not examined in this study.

Based on the indicator analysis, responsiveness is a dimension of service quality that still needs improvement, particularly in terms of the speed and alertness of employees in serving customers. This condition can impact consumer comfort while shopping.

Overall, service quality is an important factor that needs to be continuously improved because it plays a role in increasing consumer purchasing intention and providing a better shopping experience.

SUGGESTIONS

Based on the research results, several suggestions can be made as follows:

a)The Altic Houseware Medan store is advised to provide service training to employees to be more responsive, communicative, and proactive in serving customer needs.

b)The store needs to establish clear service standards, such as maximum response time for customers, so that service can be provided consistently.

c)The store should conduct regular employee performance evaluations, both through direct observation and customer feedback, so that service deficiencies can be promptly addressed.

d)Increasing the number of employees during peak hours should be considered to speed up service processes and reduce customer wait times.

e)The store is also advised to increase supervision of service activities so that each employee remains focused on providing good service to customers.

By implementing these suggestions, it is hoped that the quality of service at the Altic Houseware Medan store, particularly in terms of responsiveness, can improve, thereby increasing customer purchasing interest and maintaining long-term customer loyalty.

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DOI: https://doi.org/10.46576/ijsseh.v7i2.9307