Pengaruh Kualitas Pelayanan dan Pengalaman Belanja pada Tokopedia

Pramono, Koko (2024) Pengaruh Kualitas Pelayanan dan Pengalaman Belanja pada Tokopedia. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

This research aims to determine the influence of service quality and shopping experience on purchasing decisions on Tokopedia. This research was conducted using quantitative methods. The population in this research are customers who use Tokopedia. For sampling, this research used a non�probability sampling technique and used a purposive sampling method. The analytical method used is the quantitative method. The data collection technique was carried out by distributing questionnaires via Google Form. For data analysis using statistical tests and calculations using multiple linear regression calculated using the Statistical Product and Service Solution 24.0 (SPSS 24.0) program. The research results show that: (1) the service quality variable has a positive and significant effect on purchasing decisions, (2) the shopping experience variable has a positive but not significant effect on purchasing decisions. From the research results, it was obtained that the coefficient of determination (Adjusted R²) was 0.428, indicating that 42.8% of the contribution to purchasing decisions was provided by service quality and shopping experience factors, while the remainder was influenced by other factors outside this research.

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