THE INFLUENCE OF SERVICE QUALITY AND CUSTOMER VALUE ON PURCHASE DECISIONS IN GRATING SALES AT CV. CAHAYA TERANG

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Published: Dec 31, 2025
DOI: https://doi.org/10.37715/rmbe.v5i2.6343
Keywords:
Service Quality, Customer Value, Purchase Decision, Grating Sales, CV Cahaya Terang

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Muchammad Bustanil Arifin
Universitas Ciputra
Christian Herdinata
Universitas Ciputra

Abstract

This research seeks to investigate the effect of Service Quality and Customer Value on Purchase Decisions, specifically in the context of grating product sales at CV Cahaya Terang. The variables studied include Service Quality (SQ), Customer Value (CV), and Purchase Decision (PD). Service Quality has six indicators, namely responsiveness, reliability, assurance, empathy, tangibility, and physical evidence. Customer Value has four indicators, namely product quality, functional benefits, emotional benefits, and price. Purchase Decision has three indicators, namely stability in the product, buying habits, and recommendations to others. The analysis tool used is Partial Least Square (PLS). The population in this study is 80 customers of CV Cahaya Terang grating companies, with a saturated sampling technique. The results show that Service Quality has a significant effect on Purchase Decisions, with the biggest determining indicator being responsiveness. Customer Value also has a significant influence on Purchase Decisions, with the biggest determining indicator being product quality. In addition, Customer Value has been proven to mediate the influence of Service Quality on Purchase Decisions.

Article Details

How to Cite
Arifin, M. B., & Herdinata, C. (2025). THE INFLUENCE OF SERVICE QUALITY AND CUSTOMER VALUE ON PURCHASE DECISIONS IN GRATING SALES AT CV. CAHAYA TERANG. International Journal of Review Management Business and Entrepreneurship (RMBE), 5(2), 98–112. https://doi.org/10.37715/rmbe.v5i2.6343
Issue
Vol. 5 No. 2 (2025): International Journal of Review Management Business and Entrepreneurship (RMBE)
Section
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.


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

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