Pengaruh Kualitas Layanan dan Electronic Word of Mouth (e-WOM) terhadap Keputusan Konsumen dalam Berbelanja di Platform Shopee

Walarian, Lintang (2025) Pengaruh Kualitas Layanan dan Electronic Word of Mouth (e-WOM) terhadap Keputusan Konsumen dalam Berbelanja di Platform Shopee. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

Lintang Walarian (41183402210021) The Influence of Service Quality and Electronic Word of Mouth (e-WOM) on Consumer Decisions in Shopping on the Shopee Platform xv + 138 Pages + 15 Tables + 7 Figures and Charts + 19 Appendices The purpose of this study is to analyze the influence of service quality and Electronic Word of Mouth (e-WOM) on consumer purchasing decisions when shopping on the Shopee platform. This research adopts a quantitative approach, with data collected through a Google Form questionnaire distributed directly to Shopee users in Jakarta and its surrounding areas, and supported by a literature study. The sampling technique used was non-probability sampling with a purposive sampling method, involving a total of 100 respondents. The data obtained were analyzed using multiple linear regression analysis with the assistance of SPSS version 29. The analysis produced the following regression equation: Y = 0.8933 + 0.922(X₁) + 0.685(X₂) + e. Based on the t-test results, the service quality variable (X₁) has a positive and significant effect on consumer decisions, with a t-value of 5.013, which is greater than the t-table value (1.660), and a significance level below 0.05. Therefore, Hₐ₁ is accepted, indicating that service quality has a positive and significant influence on consumer purchasing decisions. Furthermore, the Electronic Word of Mouth (X₂) variable also shows a positive and significant effect on consumer decisions, with a t-value of 3.898, greater than the t-table value (1.660), and a significance level below 0.05. Thus, Hₐ₂ is accepted, meaning that Electronic Word of Mouth has a positive and significant influence on consumer purchasing decisions. The coefficient of determination (R²) value of 0.872 indicates a strong positive relationship between service quality and Electronic Word of Mouth and consumer purchasing decisions. Meanwhile, the R-Square value of 0.760 shows that the two independent variables are able to explain 76% of the variation in consumer purchasing decisions, while the remaining 24% is influenced by other factors outside the scope of this study. References: 100 (1997–2025)

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