Pengaruh Kualitas Pelayanan dan Kepercayaan terhadap Keputusan Pembelian Online pada Marketplace Shopee di Kecamatan Cibitung

Balqis Rifdah; Ahmad Rafik

doi:10.61132/manuhara.v4i3.2646

Authors

Balqis Rifdah Universitas Bina Sarana Informatika Jakarta
Ahmad Rafik Universitas Bina Sarana Informatika Jakarta

DOI:

https://doi.org/10.61132/manuhara.v4i3.2646

Keywords:

Cibitung Consumers, Consumer Trust, Platform Shopee, Purchase Decision, Quality of Service

Abstract

This study investigates how service quality and consumer trust influence online shopping decisions through the Shopee platform, particularly among users residing in Cibitung District. To address this objective, the researcher employed a quantitative research design with a survey strategy as the primary approach, with all active Shopee users in Cibitung District as the target population. The sampling process was conducted through purposive sampling, resulting in a representative sample of 100 respondents. Data from these respondents were collected through a questionnaire and then statistically analyzed using SPSS, employing various testing stages: validity, reliability, classical assumptions, multiple linear regression, t-test, F-test, and coefficient of determination. Based on the data processing, it was found that service quality has a positive and significant impact on online purchasing decisions, evidenced by a t-value of 2.850 and a significance level of 0.005, while trust has an even greater impact with a t-value of 7.571 and a significance level of 0.000. Simultaneous testing also confirms that the combination of the two variables together has a positive and significant effect on consumers' online shopping decisions with an F count of 125.779 and a significance of 0.000, while the R² value of 0.722 reflects that these two variables collectively explain 72.2% of the total variation in online purchasing decisions, and the remaining 27.8% is the contribution of other variables outside the scope of this study.

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Author Biography

Ahmad Rafik, Universitas Bina Sarana Informatika Jakarta

Dosen

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