THE INFLUENCE OF SERVICE QUALITY, PRODUCT QUALITY, PRICE, PROMOTION, AND ON-LINE CUSTOMER REVIEW TO PURCHASE  DECISION ON E-COMMERCE SHOPEE IN JEMBER DISTRICT

Indra Wahyuni; Nely Supeni; Saiful Amin

doi:10.31967/jembar.v2i2.1264

Indra Wahyuni Mandala Institute of Technology and Science
Nely Supeni Mandala Institute of Technology and Science
Saiful Amin Mandala Institute of Technology and Science

DOI: https://doi.org/10.31967/jembar.v2i2.1264

Keywords: Service Quality, Price, Promotion, Online Customer Reviews, Purchasing Decisions

Abstract

This research aiming to examine the influence of Service Quality, Product Quality, Price, Promotion and Online Customer Reviews on purchasing decisions at Shopee E-commerce in Jember Regency the data in this research was obtained through distributing questionnaire to research objects using a sampling technique using purposive sampling. This type of research is quantitative. The population in this research is Shopee e-commerce users in Jember Regency with a total of 60 respondents. Data analysis uses Validity Test, Reliability Test, Normality Test, Multicollinearity Test, Heteroscedasticity Test, Multiple Linear Regression Analysis Test, Determination Coefficient Test (R2), t Test and F Test using the SPSS version 20 program. The results of this research are partial Service Quality has no significant effect on purchasing decisions, Product Quality has no significant effect on purchasing decisions, Price has no significant effect on purchasing decisions, Promotion has no significant effect on purchasing decisions, Online Customer Reviews has a significant effect on purchasing decisions. Simultaneously, service quality, product quality, price, promotion and online customer reviews have a significant influence on purchasing decisions. The online customer review variable has a dominant influence on purchasing decisions.