PENGARUH E-SERVICE QUALITY DAN PRICE DISCOUNT TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE SHOPEE

Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh E-service quality dan price discount terhadap keputusan pembelian di marketplace Shopee. Data penelitian ini diperoleh dari 100 responden yang merupakan konsumen generasi Z di Kabupaten Sumenep. Teknik pengambilan sampel menggunakan metode purposive sampling dengan kriteria responden pernah melakukan pembelian di Shopee, pernah mendapat diskon, dan pernah menghubungi customer service. Penelitian ini dilakukan dengan menyebarluaskan kuesioner secara online melalui Google Forms dan data diolah dengan SPSS. Hasil penelitian ini menunjukkan E-service quality dan price discount memiliki pengaruh yang signifikan terhadap keputusan pembelian di marketplace Shopee baik secara parsial maupun simultan. This research aims to test and analyze the influence of E-service quality and price discount on purchasing decisions in the Shopee marketplace. The data for this study was collected from 100 respondents who are Generation Z consumers in Sumenep Regency. The sampling technique used was purposive sampling with the criteria that respondents have made purchases on Shopee, received discounts, and contacted customer service. The research was conducted by distributing an online questionnaire through Google Forms, and thedata were processed using SPSS. The results of this study indicate that E-service quality and price discount have a significant influence on purchasing decisions in the Shopee marketplace, both partially and simultaneously.