Pengaruh kualitas pelayanan dan lokasi terhadap keputusan pembelian dengan Mediasi Minat Beli Pada Cafe Full Barokah di Kabupaten Mojokerto

Wulandari, Fovy Meisy, 52202030047 and Utami, Budi, 0719097101 and Hidayat, M. Syamsul, 0721057003 (2026) Pengaruh kualitas pelayanan dan lokasi terhadap keputusan pembelian dengan Mediasi Minat Beli Pada Cafe Full Barokah di Kabupaten Mojokerto. Bachelor thesis, Universitas Islam Majapahit.

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Abstract

This study aims to analyze the influence of service quality and location on purchasing decisions, with purchase intention serving as a mediating variable, at Cafe Full Barokah in Mojokerto Regency. The study employs a quantitative approach and is explanatory in nature. The population consists of consumers who have visited Cafe Full Barokah, while the sample was selected using purposive sampling, resulting in 170 respondents. Data collection was conducted via questionnaires. The variables include service quality and location as independent variables, purchasing decisions as the dependent variable, and purchase intention as the mediating variable. Data analysis was performed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the SmartPLS application. The results indicate that service quality has a positive and significant effect on purchase intention, with a path coefficient of 0.293, a tstatistic of 2.206 (> 1.97), and a p-value of 0.027 (< 0.05). Location also has a positive and significant effect on purchase intention, with a coefficient of 0.511, a t-statistic of 3.778 (> 1.971), and a p-value of 0.000 (< 0.05). Meanwhile, service quality does not have a significant effect on purchasing decisions, with a coefficient of 0.301, a t-statistic of 1.844 (> 0.971), and a p-value of 0.065 (< 0.05). Location also does not have a significant direct effect on purchasing decisions, with a coefficient of 0.227, a t-statistic of 1.615 (> 1.971), and a p-value of 0.106 (< 0.05). Furthermore, purchase intention has a positive and significant effect on purchasing decisions, with a coefficient of 0.402, a t-statistic of 3.274 (> 1.971), and a p-value of 0.001 (< 0.05). Regarding the mediation analysis, purchase intention does not mediate the effect of service quality on purchasing decisions, whereas it does mediate the effect of location on purchasing decisions. The R-square value of 0.630 for purchase decisions indicates that 63.0% of the variation in purchase decisions can be explained by the research model, while the Rsquare value of 0.501 for purchase intention indicates that 50.1% of the variation in purchase intention can be explained by service quality and location. Based on these results, it can be concluded that service quality and location play a significant role in shaping purchase intention, while purchase intention serves as a key factor driving consumers to make purchase decisions. These findings suggest that efforts to improve service quality and strategically manage the location should be directed toward boosting consumer purchase intention, thereby driving purchase decisions at Cafe Full Barokah. Keywords: service quality, location, purchase intention, purchase decision,

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