THE INFLUENCE OF PRODUCT QUALITY, PRICE, AND SERVICE QUALITY ON PURCHASE DECISIONS AND CUSTOMER SATISFACTION: A CASE STUDY AT PERUM BULOG LAMPUNG, INDONESIA

This study aims to analyze the influence of product quality, price, and service quality on purchase decisions and their impact on consumer satisfaction with the Stabilization of Food Supply and Price (SPHP) rice produced by Perum Bulog. SPHP rice is a government initiative designed to stabilize rice prices and ensure its availability to the public. The research adopts a quantitative approach using simple linear regression analysis. Data were collected through questionnaires distributed to 360 consumers of SPHP rice in the Lampung area during the period of April to Juni 2025. The analysis reveals that product quality, price, and service quality each have a positive and significant effect on purchase decisions. Furthermore, purchase decisions significantly influence consumer satisfaction. These findings suggest that when consumers perceive SPHP rice to be of high quality, reasonably priced, and supported by good service, they are more likely to make a purchase and experience higher satisfaction. The study contributes to Perum Bulog’s marketing and distribution strategy by emphasizing the importance of enhancing consumer perceptions of product quality, offering fair and competitive prices, and ensuring efficient service delivery. Strengthening these aspects is expected to improve consumer loyalty and repurchase intention. The managerial implications suggest that Bulog should focus on maintaining product consistency, improving price competitiveness, and enhancing distribution systems to ensure the availability and reliability of SPHP rice. Sustained efforts in these areas will help strengthen public trust and support the government’s broader goals of food security and price stabilization in Indonesia.