The Influence of Product Variety, Product Price, and Service Quality on Customer Satisfaction through Purchase Decisions
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Customer satisfaction has become an important factor in sustaining business performance, particularly in the building-material retail sector, where businesses must continuously understand consumer needs amid increasing competition. Toko Bangunan Sentral in Sekura, West Kalimantan, faces challenges in maintaining customer loyalty by optimizing product variety, pricing strategies, and service quality. This study aimed to examine the effects of product variety, product price, and service quality on customer satisfaction, with purchase decisions as a mediating variable. A quantitative approach with an explanatory research design was employed. Data were collected through questionnaires distributed to 172 customers of Toko Bangunan Sentral and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicated that product variety, product price, and service quality had positive and significant effects on purchase decisions. Furthermore, these three variables and purchase decisions significantly influenced customer satisfaction. The mediation analysis revealed that purchase decisions significantly mediated the relationships between product variety, product price, service quality, and customer satisfaction, demonstrating a partial mediation effect. Among the examined factors, service quality showed the strongest contribution to customer satisfaction. This study concludes that improving product assortment, maintaining competitive pricing, and strengthening service quality standards are essential strategies for enhancing customer satisfaction and supporting business sustainability at Toko Bangunan Sentral.
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