Pengaruh E-Service Quality dan E-Payment terhadap Keputusan Pembelian pada Pengguna Aplikasi Shopee di Kota Medan

Abstract

E-commerce has experienced rapid global growth driven by technological advancements and increased internet access. In Indonesia, the growth of e-commerce has also been significant, particularly with increased Internet penetration. As one of the leading e-commerce platforms in Indonesia, Shopee has successfully attracted consumer attention with various innovative features and services. However, despite having numerous attractive features and secure payment methods, users still face challenges, such as uncertainty in product availability and delivery timeliness, which do not always meet expectations. This study aims to analyze the influence of e-service quality and e-payment on purchasing decisions on Shopee applications. The influence of e-service quality and e-payment on purchasing decisions on the Shopee application will be analyzed both partially and simultaneously in relation to purchasing decisions on the Shopee application in Medan City. The research approach used was quantitative and associative. The study population consisted of Shopee application users in Medan City, with a sample size of 96 respondents selected using purposive sampling. Primary data were obtained through the direct distribution of questionnaires, and secondary data were obtained from the literature. The analysis methods used included validity, reliability, classical assumption, multiple linear regression, partial, simultaneous, and determination tests, all of which were processed using SPSS software. The results of the study indicate that e-service quality (X1) has a significant influence on purchasing decisions on the Shopee application. Similarly, the E-payment variable (X2) has a significant influence on the purchasing decisions of the Shopee application. Based on simultaneous testing, the variables e-service quality (X1) and e-payment (X2) together influence purchasing decisions (Y). The coefficient of the determination test shows that the collective relationship between the independent variables and purchasing decisions is 0.815, which can be categorized as strong. Meanwhile, the influence of the e-service quality (X1) and e-payment (X2) variables on purchasing decisions is 65.7%, while the remaining 34.3% is influenced by variables not examined in this study.