Pengaruh E-Service Quality, Harga Produk, dan Kepercayaan Pelanggan Terhadap Keputusan Pembelian Produk Elektronik di E-Commerce

Abstract

Kemajuan teknologi dan ekonomi telah menciptakan e-commerce, memungkinkan pembelian produk elektronik secara online. Namun, ketidakpastian akan kualitas produk dan sifat High Involvement Experience Product meningkatkan kompleksitas keputusan pembelian. Penelitian ini bertujuan menganalisis pengaruh e-service quality, harga produk, dan kepercayaan pelanggan terhadap keputusan pembelian di e-commerce Shopee dan Tokopedia. Penelitian ini dilaksanakan dengan menyebarkan kuesioner secara online melalui Google Forms kepada responden yang berusia 17-44 tahun. Metode analisis data yang digunakan adalah analisis deskriptif dan Structural Equation Modelling dengan model Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa e-service quality dan harga produk secara parsial berpengaruh signifikan terhadap keputusan pembelian dan kepercayaan pelanggan. Namun, kepercayaan pelanggan tidak berpengaruh terhadap keputusan pembelian. Selain itu, kepercayaan tidak mampu memediasi hubungan antara e-service quality atau harga produk dengan keputusan pembelian.

Technological and economic advances had created e-commerce, enabling the purchase of electronic products online. However, uncertainty about product quality and the nature of High Involvement Experiences Products increased the complexity of purchasing decisions. This study aimed to analyze the effect of electronic service quality, product price, and customer trust on purchasing decisions in Shopee and Tokopedia e-commerce. This study is conducted by distributing questionnaires online via Google Forms to respondents aged 17-44 years. The data analysis method used were descriptive analysis and Structural Equation Modeling with the Partial Least Square (SEM-PLS) model. The results showed that electronic service quality and product price partially had a significant effect on purchasing decisions and customer trust. However, customer trust had not influenced purchasing decisions. In addition, trust could not mediate the relationship between electronic service quality or product price and purchasing decisions.