The Role of Product Quality in Shaping Purchasing Decisions of Indian Scad (Decapterus spp.): A Quantitative Study at Tenau Coastal Fishing Port, Kupang

This investigation aims to explore three main concerns: (1) the quality condition of scad mackerel traded at Tenau Coastal Fishing Port (PPP) Kupang; (2) the effect of product qualityon consumer transaction decisions; and (3) the magnitude of product quality's role in influencing purchase decisions. The research took place at PPP Tenau Kupang throughout December 2025 employing a quantitative design. The study population comprised all buyers at the research location, with 96 participants selected through purposive sampling. Data extraction was carried out via questionnaires, interviews, direct observation, and document tracing, subsequently processed using simple linear regression. The findings reveal that: (1) the quality of scad mackerel available at PPP Tenau Kupang falls within the good category and is classified as fresh, aligning with buyer expectations; (2) product quality exerts a positive and meaningful influence on purchasing decisions (t-count = 6.740 > t-table = 0.030; Sig. = 0.001); and (3) product quality contributes 32.6% (R² = 0.326) to purchase decisions, while the remaining 67.4% is influenced by other factors not covered in this study. The implication of these research results is that sellers need to maintain the freshness level of the scad mackerel they offer, given that product quality has been confirmed as a factor influencing consumer choices. Subsequent research is advised to examine complementary variables such as pricing policies, service levels, and socio-cultural elements.