PENGARUH E-WOM, EASE OF USE, DAN SERVICE QUALITY TERHADAP PURCHASE DECISION PADA PENGGUNA APLIKASI E-COMMERCE SHOPEE DI KOTA KLATEN
DOI:
https://doi.org/10.22437/jmk.v13i04.34206Abstract
Abstrak
Ketatnya persaingan menuntut Shopee untuk meningkatkan keputusan pembelian para penggunanya. Tujuan penelitian ini ialah guna mengetahui sejauh mana E-wom, Ease of Use, dan Service Quality mempengaruhi Purchase Decision pengguna aplikasi E-commerce Shopee. Metode yang dipergunakan adalah kuantitatif, dan memakai kuisioner sebagai alat pengumpulan datanya. Responden yang berasal dari populasi pengguna Shopee di kota Klaten yang tidak diketahui jumlahnya berjumlah 130 orang dengan teknik purposive sampling yang peneliti gunakan. Pengolahan data dilakukan dengan SPSS 26. Temuan penelitian menunjukkan bahwa E-wom tidak berpengaruh terhadap Purchase Decision, Ease of Use berpengaruh signifikan terhadap Purchase Decision, Service Quality berpengaruh signifikan pada Purchase Decision dan E-wom, Ease of Use, dan Service Quality secara simultan berpengaruh terhadap Purchase Decision.
Kata Kunci: E-WOM; Ease of Use; Service Quality; Purchase Decision
Abstrack
Thight competition requires Shopee to improve the purchasing decisions of its users. The purpose of this study is to determine the extent to which E-wom, Ease of Use, Service Quality affect the Purchase Decision of Shopee E-commerce application users. The method used is quantitative, and use a questionnaire as a data collection tool. Respondents who came from the population of Shopee users in Klaten city whose numbers were unknown amounted to 130 people with the purposive sampling technique that the researchers used. Data processing was carried out with SPSS 26. The research findings show that E-wom has no effect on Purchase Decision, Ease of Use has a significant effect on Purchase Decision, Service Quality has a significant effect on Purchase Decision and E-wom, Ease of Use, and Service Quality simultaneously affect Purchase Decision.
Keywords : E-WOM; Ease Of Use; Service Quality; Purchase Decision
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