Pengaruh E-Service Quality Dan Kualitas Informasi Terhadap Keputusan Pembelian Online Di Aplikasi Shopee

Abstract

The purpose of this study was to identify and describe e-service quality, information quality, and online purchasing decisions in the Shopee Application (Study on Students of the Faculty of Economics, Batanghari University, Jambi); and to determine and analyze the effect of e-service quality and information quality simultaneously and partially on online purchasing decisions in the Shopee Application (Study on Students of the Faculty of Economics, Batanghari University, Jambi). To answer the research objectives, the authors use theoretical studies related to the research variables, namely the theory of E-service quality, the theory of information quality, and the theory of purchasing decisions. In addition, the authors also look for relevant previous research in the form of articles/journals and previous theses to support this research. This study uses a quantitative descriptive method. The population in this study were active students at the Faculty of Economics, Batanghari University, totaling 1,784, with a total sample of 95 students. The analysis technique uses multiple linear regression equations, continued by testing r Square and partially testing the hypothesis with the t test, and simultaneously with the F test. Based on the results of data analysis and discussion in this study, it can be concluded that E-service quality, information quality, and online purchasing decisions on the Shopee Application are perceived as good. In addition, E-Service Quality and Information Quality simultaneously and partially have a positive and significant influence on purchasing decisions.