PENGARUH KEUNGGULAN PRODUK DAN KEUNGGULAN LAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI TOKO BANGUNAN (TB) HN PUTRA AL QURTUBIYAH

Abstract

This research is motivated by the rapidly intensifying business competition in the building materials sector, driven by the emergence of numerous new competitors employing diverse strategies to meet consumer needs. TB HN Putra AL Qurtubiyah is one such business striving to fulfill these demands. The objective of this study is to determine the extent to which product superiority (X1) and service superiority (X2) influence purchasing decisions (Y) at TB HN Putra AL Qurtubiyah. A quantitative research method was employed, with data collected via questionnaires. The sampling method used was incidental sampling—a technique based on chance encounters with consumers at TB HN Putra AL Qurtubiyah who were deemed suitable data sources. The sample size was determined using the Slovin formula, as the total population of respondents was known; the study involved 92 respondents. Data analysis techniques included validity, reliability, normality, multicollinearity, and heteroscedasticity tests, as well as linear regression analysis, the coefficient of determination test, the F-test, and the t-test.