PENGARUH HARGA, KUALITAS PRODUK DAN E-SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE TOKOPEDIA (STUDI KASUS DI WILAYAH DKI JAKARTA)

Abstract

Tokopedia is one of the fastest growing e-commerce companies and has become a unicorn that is influential not only in Indonesia but also in Southeast Asia. In providing prices, product quality is an important key for Tokopedia. In addition, providing good e-service quality is also able to keep consumers from switching to other e-commerce. Therefore, this study aims to examine the effect of price, product quality, and e-service quality on purchasing decisions at Tokopedia e-commerce in the OK/ Jakarta area. In this study using quantitative methods by distributing questionnaires via google form. The research sample is a community in the OK/ Jakarta area of 100 samples and uses multiple linear regression tests which will be processed using SPSS 25. The results show that partial price, product quality, and e-service quality have an influence on purchasing decisions on Tokopedia e-commerce. While the simultaneous test results state that all variables influence purchasing decisions on Tokopedia e-commerce.