Ananda, Rizky (2024) Pengaruh E-service Quality, Kemudahan Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Pada Aplikasi Shopee. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the effect of e-service quality, convenience and consumer trust on purchasing decisions on the Shopee application with a Case Study on Students of the Faculty of Economics and Business, Riau Islamic University. The sampling method used purposive sampling, so the sample in this study was 100 student respondents. The type and source of data are primary student data, while the data collection technique uses questionnaires and interviews. The data analysis technique used in this study is multiple linear regression testing with the help of SPSS25 software. The results of this study indicate that e-service quality, convenience and consumer trust simultaneously have a significant effect on purchasing decisions, partially the e-service quality variable does not have a significant effect on purchasing decisions while the convenience and consumer trust variables have a significant effect on purchasing decisions

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