Pengaruh  E- Service Quality dan E- Word of Mouth terhadap Keputusan Pembelian dengan Peran E- Perceived Value sebagai Mediasi pada Yasmaga Guesthouse Ponorogo

Mahrunnisa Himda Kamila; Lexi Pranata Budidharmanto

doi:10.61132/lokawati.v4i4.2679

Authors

Mahrunnisa Himda Kamila Universitas Ciputra Surabaya
Lexi Pranata Budidharmanto Universitas Ciputra Surabaya

DOI:

https://doi.org/10.61132/lokawati.v4i4.2679

Keywords:

E-Perceived Value, E-Service Quality, E-Word of Mouth, Purchase Decision, Yasmaga Guesthouse

Abstract

This study examines the influence of e-service quality and electronic word of mouth (e-WOM) on purchase decisions, with e-perceived value serving as a mediating variable at Yasmaga Guesthouse Ponorogo. This research employed a quantitative approach using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to analyze data collected from 180 respondents who had experience using the guesthouse’s services. The findings demonstrate that e-service quality and e-WOM have positive and significant effects on e-perceived value and purchase decisions. Among the variables examined, e-service quality emerged as the most dominant factor influencing customers’ purchase decisions. This indicates that the quality of digital services, including ease of access, responsiveness, reliability, and convenience, plays an essential role in creating positive customer perceptions. Furthermore, e-WOM contributes significantly by providing information, recommendations, and reviews that influence customers’ evaluations before making purchasing decisions. E-perceived value also has a positive and significant effect and functions as a partial mediator in the relationship between e-service quality, e-WOM, and purchase decisions. These findings suggest that improving digital service quality and managing online customer reviews effectively are important strategies for strengthening perceived value and encouraging purchase decisions at Yasmaga Guesthouse Ponorogo.

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