The Influence of Service Quality and Convenience on Purchase Decisions with Competitive Advantage as a Mediating Variable Among Subsidized Mortgage Customers at BTN Syariah in Banda Aceh

Abstract

This study aims to identify the effects of quality, trust, and convenience on consumers’ buying behavior in which competitive advantage is the mediating variable. The population includes all subsidized mortgage customers of BTN Syariah in Banda Aceh. A total of 230 respondents were selected as the sample. Data were analyzed using Structural Equation Modeling (SEM). The findings show that service quality, trust, convenience, competitive advantage, and purchase decisions among BTN Syariah Banda Aceh Branch customers are considered good. In addition, the hypothesis testing results indicate that service quality, trust, and convenience have a positive impact on competitive advantage. It also shows that service quality, trust, convenience, and competitive advantage positively affect purchase decisions. Further, competitive advantage mediates the relationship between service quality, trust, convenience, and purchase decisions, indicating that improvements in these variables can lead to higher purchase decisions.