Penelitian ini bertujuan untuk mendeskripsikan persepsi konsumen terhadap variabel kualitas produk, kualitas perangkat lunak, dan keputusan pembelian, serta menguji hubungan mediasi di antara ketiganya pada smartphone flagship merek “S”. Fokus khusus diberikan pada isu green line sebagai indikator persepsi negatif terhadap kualitas produk, dan antarmuka One UI sebagai representasi kualitas perangkat lunak. Penelitian ini juga menguji kualitas perangkat lunak sebagai mediator dalam hubungan tersebut.
Data dikumpulkan melalui survei daring terhadap 334 responden yang merupakan pengguna Samsung Galaxy S21-S25 Series. Analisis dilakukan menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 4.
Hasil menunjukkan bahwa kualitas produk tidak berpengaruh langsung secara signifikan terhadap keputusan pembelian. Sebaliknya, kualitas perangkat lunak berpengaruh positif signifikan dan terbukti memediasi sepenuhnya hubungan antara kualitas produk dan keputusan pembelian.
Temuan kunci penelitian ini adalah peran mediasi penuh dari kualitas perangkat lunak. Hal ini mengindikasikan adanya mekanisme spillover effect negatif, di mana persepsi buruk terhadap kualitas fisik (isu green line) tidak secara langsung memengaruhi keputusan pembelian, melainkan "merembet" dan secara signifikan menurunkan persepsi terhadap kualitas perangkat lunak itu sendiri. Penurunan persepsi terhadap perangkat lunak inilah yang kemudian menjadi jalur utama yang memengaruhi keputusan pembelian. Implikasinya, produsen tidak bisa hanya mengandalkan keunggulan software untuk menutupi kelemahan hardware, karena persepsi konsumen terhadap keduanya saling terkait.
Kata Kunci: Keputusan Pembelian, Kualitas Produk, Kualitas Perangkat Lunak, Green Line, Mediasi Penuh, Spillover Effect
This study aims to describe consumer perceptions of the variables of product quality, software quality, and purchase decisions, as well as to test the mediating relationship among them for brand "S" flagship smartphones. A specific focus is given to the "green line" issue as an indicator of negative perceptions of product quality, and the One UI interface as a representation of software quality. This research specifically examines the role of software quality as a mediator in this relationship.
Data were collected through an online survey of 334 respondents who are users or prospective buyers of the Samsung Galaxy S Series. The analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4 software.
The results show that product quality does not have a significant direct effect on purchase decisions. Conversely, software quality has a significant positive effect and is proven to fully mediate the relationship between product quality and purchase decisions.
The key finding of this research is the full mediating role of software quality. This indicates a negative spillover effect mechanism, wherein a poor perception of physical quality (the "green line" issue) does not directly influence purchase decisions, but instead "spills over" and significantly lowers the perception of the software quality itself. This decline in software perception then becomes the primary pathway that influences purchase decisions. The implication is that manufacturers cannot solely rely on software excellence to cover hardware weaknesses, as consumer perceptions of both are interconnected.
Keywords: Purchase Decision, Product Quality, Software Quality, Green Line, Full Mediation, Spillover Effect