Pengaruh E-Service Quality Terhadap Keputusan Pembelian Pada Pengguna Marketplace Shopee di Mojokerto

Abstract

At this time the development of technology is increasingly rapid, all aspects are easily accessible. The increasing number of internet users in Indonesia is increasingly encouraging companies to enter the world of online business. One of the marketplace sites in Indonesia is shopee. In order to maintain the company's image, it is very good for companies to improve the quality of e-service before starting online sales. Service quality is often the basis for purchasing decisions. This study aims to determine the effect of the dimensions of E-Service Quality on purchasing decisions. Data collection techniques by distributing questionnaires using Google forms. The population in this study is the people of Mojokerto who have used the shopee marketplace to shop online. The sample of this research is 100 respondents and the technique used is purposive sampling. The data analysis technique uses multiple linear regression method with SPSS 22 program. The results of this study indicate that the reliability variable has a significant effect on purchasing decisions with a t count value of 2,658, the responsiveness variable has a significant effect on purchasing decisions with a t count value of 2,544, the assurance variable has a significant effect on purchasing decisions by the t count value is 2,655, the empathy variable has a significant effect on purchasing decisions with the t count value of 2.075, the tangibles variable has a significant effect on purchasing decisions with the t count value of 2.360. The variables of Reliability, Responsiveness, Assurance, Empathy, and Tangibles simultaneously have a significant effect on the purchasing decision variable with an F count value of 61.807.