THE ROLE OF CONTENT ATTRACTIVNESS, EASE OF USE, QUALITY OF SERVICE ON INCREASING ONLINE PURCHASE DECISION IN BLIBLI.COM
| Main Authors: | maulana, indra, Suryaningwulan, Rr Putri |
|---|---|
| Format: | Article info application/pdf Journal |
| Bahasa: | ind |
| Terbitan: |
STIE Dr. Khez Muttaqien Purwakarta
, 2020
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| Online Access: |
http://stiemuttaqien.ac.id/ojs/index.php/OJS/article/view/117 http://stiemuttaqien.ac.id/ojs/index.php/OJS/article/view/117/96 |
Daftar Isi:
- This study aims to obtain an overview of the implementation of content attractiveness, ease of use, quality of service interactions, online purchasing decisions, also to determine the effect of these variables both partially and jointly. Data collection uses purposive sampling technique by distributing questionnaires to 100 respondents who are e-commerce users of blibli.com in Purwakarta. The research data were then analyzed using SPSS 24. In general the implementation of content appeal, ease of use, quality of service interaction, online purchasing decisions at e-commerce blibli.com in Purwakarta has been going well. The results showed that partially, the three independent variables namely Content Attractiveness, Ease of Use and Service Interaction Quality had a positive and significant effect on Online Purchasing Decisions, where Service Interaction Quality had the most influence. And the entire Independent variable influences together (simultaneously) on Online Purchasing Decisions.
- Penelitian ini bertujuan untuk memperoleh gambaran dari implementasi daya tarik konten, kemudahan penggunaan, kualitas interaksi layanan, keputusan pembelian daring, juga untuk mengetahui pengaruh antar variabel-variabel tersebut baik secara parsial maupun bersama sama. Pengumpulan data menggunakan teknik purposive sampling dengan menyebar kuisioner pada 100 responden yang merupakan pengguna e-commerce blibli.com di Purwakarta. Data penelitian kemudian dianalisis menggunakan SPSS 24. Secara umum implementasi daya tarik konten, kemudahan penggunaan, kualitas interaksi layanan, keputusan pembelian daring di e-commerce blibli.com di Purwakarta telah berjalan dengan baik. Hasil penelitian menunjukkan bahwa secara parsial, ketiga variabel independen yaitu Daya Tarik Konten, Kemudahan Penggunaan dan Kualitas Interaksi Layanan berpengaruh positif dan signifikan terhadap Keputusan Pembelian Daring, dimana variabel Kualitas Interaksi Layanan memiliki pengaruh yang paling besar. Dan keseluruhan variabel Independen berpengaruh secara bersama sama (simultan) terhadap Keputusan Pembelian Daring.