Determinants of Retail Consumers’ Purchasing Decisions for Basic Foodstuffs in Mahakam Ulu Regency: A Study of Price Volatility, Service, and Store Loyalty

This study examines perceived price volatility, service quality, and store loyalty in relation to grocery-store choice in Mahakam Ulu. Questionnaire data from 102 purposively selected consumers were analyzed using PLS-SEM. Service quality (β = 0.368; p = 0.002) and store loyalty (β = 0.572; p < 0.001) showed positive associations; price volatility did not (β = 0.005; p = 0.937). The model explained 77.1% of within-sample variation. Discriminant validity between loyalty and purchasing decisions was unmet (HTMT = 0.929); their relationship remains exploratory. Sample concentration in two subdistricts limits generalization.