THE STRATEGIC ROLE OF SERVICE QUALITY IN SHAPING GENERATION Z’S PURCHASE DECISIONS

Authors

  • lati sari dewi STIE Latifah Mubarokiyah
  • Siti Amirah Makarim STIE Latifah Mubarokiyah

DOI:

https://doi.org/10.36423/jumper.v8i1.2609

Keywords:

Costumer Experience, Repurchase Intention

Abstract

This study aims to examine the effect of service quality on Generation Z’s purchase decisions
at Hidmat Mart Suryalaya, Tasikmalaya. The research employed a quantitative descriptive
approach. The population consisted of all consumers of Hidmat Mart Suryalaya Tasikmalaya,
with a sample of 96 respondents selected using the accidental sampling technique. Data were
collected through questionnaire distribution and analyzed using simple linear regression.The
statistical analysis results indicate that the service quality variable obtained a t-value of 3.890,
which is greater than the t-table value of 1.661 at a 5% significance level (α = 0.05) with 94
degrees of freedom. Additionally, the significance value of 0.001, which is lower than 0.05,
confirms that the alternative hypothesis is accepted and the null hypothesis is rejected. These
findings demonstrate that service quality has a significant effect on Generation Z’s purchase
decisions, contributing 13.9% to the variation in purchase decisions, while the remaining
percentage is influenced by other factors outside this studyq

References

Anugerah. (2023). Pengaruh kualitas pelayanan dan harga dengan kepuasan pelanggan sebagai variabel intervening terhadap keputusan pembelian mobil di PT. Agung Anugrah Motor Bekasi. Jurnal.

Arisandi. (2022). Pengaruh sektor pariwisata terhadap pendapatan asli daerah (PAD) Kabupaten Sumbawa. Jurnal.

Artameviah. (2022). Pengaruh citra merek, harga, dan promosi terhadap keputusan pembelian pada e-commerce Shopee (Skripsi). Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

Chandra, T., dkk. (2020). Service quality, customer satisfaction & customer loyalty: Tinjauan teoretis. CV. IRDH.

Dewi, L. S. (2022). Pengaruh harga terhadap keputusan pembelian.

Firmansyah. (2021). Pengantar manajemen. Deepublish.

Indrasari, M. (2019). Pemasaran dan kepuasan pelanggan. Unitomo Press.

Iskandar, & Nasution. (2019). Analisis pengaruh kepercayaan dan kualitas pelayanan terhadap keputusan pembelian pada online shop Lazada. Jurnal.

Mulyapradana. (2020). Pengaruh kualitas pelayanan terhadap kepuasan pelanggan di PT. Tempo Cabang Tegal. Jurnal.

Downloads

Published

2026-06-30

Issue

Vol. 8 No. 1 (2026): Jurnal Ekonomi Perjuangan (JUMPER)

Section

Articles

License

Copyright (c) 2026 lati sari dewi, Siti Amirah Makarim

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

The Authors submitting a manuscript do so on the understanding that if accepted for publication, copyright of the article shall be transferred to  Jurnal Ekonomi Perjuangan (JUMPER)

This is an open-access journal in accordance with the Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0) license.

This permits users to:

Share - copy and redistribute the material in any medium or format

Adapt - remix, transform, and build upon the material for any purpose, even commercially

Under the following terms:

Attribution - You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.

ShareAlike - If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.

No additional restrictions - You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.