PENGARUH HARGA, E-TRUST, E-SERVICE QUALITY DAN E-WORD OF MOUTH TERHADAP KEPUTUSAN PEMEBELIAN DI APLIKASI SHOPPE (STUDI KASUS PADA MAHASISWA STIESIA SURABAYA)

Abstract

This research aimed to find out the effect of price, E-Trust, E-Service Quality, and E- Word of Mouth on consumers’ buying decisions at Shopee. The research was quantitative. Moreover, the population was students of STIESIA Surabaya. The data collection technique used accidental sampling. In line with that, there were 100 respondents as the sample. The instrument in the data collection technique used questionnaires. The questionnaires were given through Google form to the students of STIESIA Surabaya. Furthermore, the data analysis technique used multiple linear regression analysis with SPSS (Statistical Product and Service Solution). The research result showed that price had a value of 0.035, E-Trust had a value of 0.005, E-Service had a value of 0.000, and E-Word of Mouth had a value of 0.00 which was smaller than 0.05. This meant that all variables had a significan tly positive on the buying decisions of students of STIESIA Surabaya at Shopee.