Article Sidebar

Download
Download Article

Main Article Content

Abstract

This research examines the impact of service quality and product diversity on customer loyalty, specifically analyzing the mediating role of purchase decisions at Toko Madura Pak Faedi. Due to the unspecified and dynamic nature of the customer population at this family-owned retail business, this study employs a quantitative research design with a non-probability purposive sampling technique. Primary data was collected from a sample of 45 respondents representing customers who have completed transactions at the research site utilizing structured questionnaires. Data analysis was performed using Structural Equation Modeling (SEM) processed through SmartPLS software to evaluate the hypothesized relationships between latent variables. The results reveal that both service quality and product diversity exert a positive and significant influence on purchase decisions. Furthermore, purchase decisions are shown to be a critical and significant predictor of long-term customer loyalty. The major findings suggest that product diversity does not have a direct statistical effect on loyalty but operates through a full mediation mechanism via purchase decisions, while service quality influences loyalty through both direct and indirect pathways. For practitioners, these findings imply that owners of small-scale family businesses should prioritize transaction efficiency and consistent inventory availability to trigger the initial purchase decisions necessary to build lasting consumer commitment.

Keywords

Service Quality Product Assortment Purchase Decision Customer Loyality Product Diversity

Article Details

Creative Commons License

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

How to Cite
Yuwono, A. B., Hanif, R., & Andriany, L. (2026). Service Quality, Product Diversity, and Customer Loyalty: The Intervening Role of Purchase Decisions. Golden Ratio of Mapping Idea and Literature Format, 6(2), 1828–1838. https://doi.org/10.52970/grmilf.v6i2.2119
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Abas, E., Djafar, T., AyuJ. D., Rukhmana, T., Rino, A., Vanchapo, & Rudiansyah. (2023). Analisis Pengaruh Lingkungan Kampus Terhadap Kepuasan Dosen Terhadap , Kepuasan Dosen Terhadap Pendidikan di Universitas Raden Intan Lampung. Jurnal Review Pendidikan dan Pengajaran, 6(4), 2670-2674.
  2. Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53–66. https://doi.org/10.1177/002224299405800304
  3. Andriany, D., & Tamara, A. P. (2021). The influence of service quality and product diversity on customer satisfaction and loyalty. Golden Ratio of Marketing and Applied Psychology of Business, 1(2), 75-88. https://doi.org/10.52970/grmapb.v1i2.102
  4. Andriany, L. M., & Cahyani, S. (2025). Eksplorasi Peran Kompensasi dan Kinerja Karyawan pada Retail Berbasis Komunitas. Relasi: Jurnal Ekonomi, 21(2), 353–362. https://doi.org/10.31967/relasi.v21i2.1388
  5. Andriany, L. M., & Tamara, D. R. (2021). Pengaruh Kualitas Pelayanan dan Promosi Terhadap Kepuasan Konsumen di PT Infomedia Solusi Humanika Telkom Malang. Malang: FEB Institut Asia Malang.
  6. Aprindo. (2022). Masyarakat pilih membeli produk harga murah tanpa lihat merek. Antara News. https://www.antaranews.com/berita/4472197/aprindo-masyarakat-pilih-membeli-produk-harga-murah-tanpa-lihat-merek
  7. Badan Pusat Statistik (BPS). (2024). Produk Domestik Bruto Indonesia Triwulanan 2020–2024. https://www.bps.go.id/id/publication/2024/10/09/7290b829d2eaa972e4968d19/produk-domestik-bruto-indonesia-triwulanan-2020-2024.html
  8. Caruana, A. (2002). Service loyalty: The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7/8), 811–828. https://doi.org/10.1108/03090560210430818
  9. Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55–68.
  10. Diallo, M. F., & Cliquet, G. (2016). Strategic orientation, store image and consumer purchase intentions: determining the sustainability of traditional retailers. International Journal of Retail & Distribution Management, 44(12), 1188-1205. https://doi.org/10.1108/IJRDM-08-2015-0134
  11. Garvin, D. A. (1984). What does “product quality” really mean? Sloan Management Review, 26(1), 25–43.
  12. Griffin, J. (2005). Customer Loyalty: How to Earn It, How to Keep It. Jossey-Bass.
  13. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
  14. Hanif, A. S. (2024). Analysis of purchase decisions as a mediating variable in the relationship between marketing mix and brand loyalty. Golden Ratio of Business Management, 4(1), 12-25. https://doi.org/10.52970/grbm.v4i1.342
  15. Hanif, A. S. (2025). Consumer behavior and retail sustainability: A study on traditional market resilience. Golden Ratio of Social Science and Education, 5(2), 110-125. https://doi.org/10.52970/grsse.v5i2.456
  16. Hanif, M. R. (2024). Menentukan Loyalitas Pengguna ShopeePay Berdasarkan User Experience dan Kepercayaan Pelanggan. Jurnal Bisnis dan Manajemen Islam, 7(2), 203–216.
  17. Hanif, M. R. (2025). Implementasi Belief System Dan Etika Bisnis Pada Toko Madura Dalam Pemasaran Ritel Tradisional. Al-Zayn: Jurnal Ilmu Sosial & Hukum, 1(1). https://doi.org/10.61104/alzayn.v1i1.405
  18. Kasiri, L. A., Cheng, K. T. G., Sambasivan, M., & Sidin, S. M. (2017). Integration of service quality and product quality to achieve customer satisfaction and loyalty. Heliyon, 3(2), e00250. https://doi.org/10.1016/j.heliyon.2017.e00250
  19. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education Limited.
  20. Levy, M., & Weitz, B. A. (2012). Retailing Management (8th ed.). McGraw-Hill Education.
  21. Mantrala, M. K., Levy, M., Kahn, B. E., Fox, E. J., Gaidarev, P., Dankworth, B., & Shah, D. (2009). Why is assortment planning so difficult? Journal of Retailing, 85(1), 71-83. https://doi.org/10.1016/j.jretai.2008.11.006
  22. Naini, D. (2022). Pengaruh Kualitas Pelayanan dan Kualitas Produk terhadap Kepuasan dan Loyalitas Pelanggan. Jurnal Manajemen dan Bisnis, 15(2), 87–99.
  23. Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. McGraw-Hill.
  24. Pahrurozi, A. (2024). Pengaruh Kualitas Produk dan Kualitas Pelayanan terhadap Loyalitas Pelanggan yang Dimediasi oleh Kepuasan (Studi Kasus pada Richeese Factory Cimahi). Jurnal Manajemen dan Akuntansi, 7(3), 122–132. https://jmas.unbari.ac.id
  25. Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers' expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374-381. https://doi.org/10.1016/j.chb.2017.01.058
  26. Rahmawati, S., & Pratama, R. (2024). Pengaruh Kualitas Layanan, Kualitas Produk, dan Kinerja Toko terhadap Kepuasan dan Loyalitas Pelanggan (Studi Kasus pada CV Restu). North Press Journal of Economics, 4(2), 45–58.
  27. Riyadi, M. (2023). Pengaruh Kualitas Pelayanan dan Kualitas Produk terhadap Loyalitas Pelanggan melalui Kepuasan (Studi pada Pengguna Shopee di Banten). Jurnal Universitas Tarumanagara, 6(1), 65–75.
  28. Sahid, W., & Abadi, F. (2024). The Effect of Product Quality, Service Quality on Customer Loyalty Mediated by Satisfaction for GrabFood Customers in Jabodetabek. International Journal of Science and Society, 6(4), 51–62.
  29. Statista. (2024). E-commerce market in Indonesia – Growth rate 2020–2024. https://www.statista.com
  30. Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
  31. Winarno, Y. P., Koesharijadi, & Wicaksono, D. (2023). Pengaruh Kualitas Produk dan Kualitas Layanan terhadap Kepuasan dan Loyalitas Pelanggan pada Toko Ritel Manna Kampus Simanjuntak di Yogyakarta. Jurnal Ekonomi dan Bisnis Unicimi, 4(2), 23–33.