Pengaruh Promotion, Platform Trust dan E-Service Quality terhadap Buying Decision pada Situs E-Commerce Shopee DKI Jakarta
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Abstract
Perkembangan teknologi dalam bidang E-commerce telah berubah sangat signifikan terhadap era digital saat ini, e-commerce menjadi sarana utama dalam melakukan jual atau beli karena berbagai kemudahan dalam melakukan transaksi secara online, metode pembayaran fleksibel, serta promotion voucher, tanggal kembar, diskon, dan gratis ongkir yang menarik konsumen untuk bertransaksi secara online. Penelitian ini ingin melihat bagaimana promotion, platform trust, dan e-service quality memengaruhi buying decision pengguna e-commerce Shopee di daerah DKI Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan cara melakukan survei. Penelitian ini menggunakan seratus tujuh puluh responden pengguna aktif Shopee yang dipilih dengan metode purposive sampling. Data dikumpulkan menggunakan kuesioner online lalu dianalisis dengan metode regresi linier berganda dengan bantuan software statistik. Hasil penelitian menunjukkan bahwa secara terpisah, promotion, platform trust, dan e-service quality memengaruhi buying decision secara positif dan signifikan. Secara bersamaan, ketiga variabel independen tersebut juga memengaruhi secara signifikan buying decision berdasarkan hasil uji F. Nilai koefisien determinasi Adjusted R² rendah menunjukkan bahwa faktor promotion, platform trust, dan e-service quality dapat menjelaskan perbedaan dalam buying decision.
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