The Effect of ¬E-Service Quality, Trust, and Customer Value on Online Purchase Decisions for Bag Products in the Lazada Marketplace

Authors

  • Gita Amalia Mercu Buana University, Indonesia
  • Audita Nuvriasari Mercu Buana University, Indonesia

DOI:

https://doi.org/10.57235/hemat.v2i1.5154

Keywords:

E-Service Quality, Kepercayan, Customer Value, Keputusan Pembelian Online

Abstract

Penelitian ini bertujuann untuk menganalisis pengaruh e-service quality, kepercayaan, dan customer value terhadap keputusan pembelian online produk tas di marketplace Lazada. Sampel dalam penelitian ini adalah 100 responden dengan menggunakan metode pengambilan sampel non probability sampling melalui kuesioner. Hasil Uji Instrumen menyatakan bahwa data dalam penelitian ini terbukti valid dan reliabel. Hasil Uji Asumsi Klasik menunjukkan bahwa data dalam penelitian ini terdistribusi secara normal dan menghasilkan model regresi yang bebas dari multikolinearitas dan heterokedastisitas. Hasil penelitian ini membuktikan bahwa: (1) E-Service Quality berpengaruh positif dan signifikan terhadap Keputusan Pembelian Online Produk Tas di Marketplace Lazada. (2) Kepercayaan tidak berpengaruh signifikan terhadap Keputusan Pembelian Online Produk Tas di Marketplace Lazada. (3) Customer Value berpengaruh positif dan signifikan terhadap Keputusan Pembelian Online Produk Tas di Marketplace Lazada. Hasil ini membawa implikasi bagi marketplace Lazada dalam merencanakan strategi pemasaran yang efektif untuk mendorong konsumen melakukan pembelian.

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Published

2025-01-29

How to Cite

Amalia, G., & Nuvriasari, A. (2025). The Effect of ¬E-Service Quality, Trust, and Customer Value on Online Purchase Decisions for Bag Products in the Lazada Marketplace. Journal of Humanities Education Management Accounting and Transportation, 2(1), 587–596. https://doi.org/10.57235/hemat.v2i1.5154

Issue

Vol. 2 No. 1 (2025): Februari 2025

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