PENGARUH KEMUDAHAN PENGGUNAAN SHOPEE DAN KUALITAS PELAYANAN TOKO TERHADAP KEPUTUSAN PEMBELIAN ONLINE SHOPEE (STUDI KASUS: KONSUMEN TOKO BUNGA PARFUM REFIL PAMEUNGPEUK KABUPATEN BANDUNG)
DOI:
https://doi.org/10.61722/jemba.v3i1.2125Keywords:
Ease of Use, Store Service Quality, and Purchase Decision.Abstract
This study aims to examine the effect of ease of use of Shopee and store service quality on consumer purchasing decisions, both partially and simultaneously. The research method used is a quantitative method with descriptive and verificative approaches. Data were collected through the distribution of questionnaires to 79 respondents who are consumers of Toko Bunga Parfum Refill Pameungpeuk. The data were analyzed using multiple linear regression analysis, t-test, F-test, and coefficient of determination with the assistance of SPSS software.
The results of the study indicate that partially, the ease of use of Shopee has a positive and significant effect on purchasing decisions, with a t-value of 8.692 and a significance value of 0.000 (< 0.05). Store service quality also has a positive and significant effect on purchasing decisions, with a t-value of 2.509 and a significance value of 0.014 (< 0.05). Simultaneously, the ease of use of Shopee and store service quality have a significant effect on purchasing decisions, with an F-value of 50.650 and a significance value of 0.000 (< 0.05). The coefficient of determination (R Square) of 0.598 indicates that 59.8% of purchasing decisions are influenced by these two variables, while the remaining percentage is influenced by other factors outside this study.
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