OVERCOMING PRODUCT HOMOGENEITY: THE STRATEGIC ROLE OF SERVICE QUALITY IN SHAPING CONSUMER PURCHASING DECISIONS

Abstract

The retail stationery market faces intense competition, making service quality a crucial factor for business sustainability. This study aims to analyze the empirical effect of service quality on consumer purchasing decisions at a local stationery store. A quantitative survey approach was employed with a sample of 34 respondents selected through accidental sampling. Primary data were collected via valid and reliable questionnaires, then analyzed using simple linear regression. The descriptive analysis revealed an overall average service quality score of 3.26, indicating a very good perception among consumers. Furthermore, the regression results demonstrated that service quality has a positive and statistically significant impact on purchasing decisions, contributing 26.0% to the variance. The study concludes that improving tangible facilities, employee responsiveness, and service accuracy is strategically vital for retail businesses. By prioritizing these elements, stores can effectively enhance customer satisfaction, build trust, and secure long-term repurchasing commitments in a competitive market.