PENGARUH KUALITAS LAYANAN, KEPERCAYAAN, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA APLIKASI E-COMMERCE TOKOPEDIA DI KOTA MATARAM

THE INFLUENCE OF SERVICE QUALITY, TRUST, AND PROMOTION ON PURCHASE DECISIONS ON THE TOKOPEDIA E-COMMERCE APPLICATION IN MATARAM CITY

Abstract

This research aims to determine the influence of service quality, trust and promotion onpurchasing decisions on the Tokopedia e-commerce application in Mataram City. The population in this study were users of the Tokopedia e-commerce application in Mataram City using a sample of 100 respondents. The research method used in this research is quantitative. This research is of the causal associative type, using classical assumption tests and multiple linear regression. The results of the analysis show that service quality has a positive and significant effect on purchasing decisions, with a significance value of 0.000 < 0.05 and t count of 4.767 > t table 1.984. On the other hand, trust has no significant effect, shown by a significance value of 0.249 > 0.05 and t count of 0.804 < t table 1.984. Apart from that, promotions also have a positive and significant effect on purchasing decisions, with a significance value of 0.001 < 0.05 and t count of 3.354 > t table 1.984