Pengaruh Lifestyle, E-Service Quality, dan Electronic Word of Mouth Terhadap Keputusan Pembelian Oleh Mahasiswa di Surabaya Timur pada Marketplace Shopee
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Institusion
Universitas Katolik Darma Cendika
Author
Amilia, Antonia Rita
Subject
HB Economic Theory
Datestamp
2024-03-22 04:09:52
Abstract :
Currently there is a phenomenon that people prefer everything that is practical and fast. This is supported by the increasing number of marketplaces in Indonesia, one of the marketplaces that is well known to the public, especially in Surabaya, is the Shopee marketplace. The aims of this research are (1) to determine the influence of lifestyle on purchasing decisions by students in East Surabaya on the Shopee marketplace, (2) to determine the influence of e-service quality on purchasing decisions by students in East Surabaya on the Shopee marketplace, and (3) to determine the influence of electronic word of mouth (E-WOM) on purchasing decisions by students in East Surabaya on the Shopee marketplace. This research method uses quantitative research. The number of samples used in this research was 75 respondents. The sampling technique used in this research was purposive sampling. The data analysis technique in this research is using a validity test, the results of which are declared valid because all calculated r values in this research are > from the r table. The results of the reliability test show that all variables have a Cronbach's Alpha > 0.70, so it is stated that all the variables studied are reliable or consistent. The classic assumption test consists of 3 (three) tests, namely the normality test whose results show that the variables X1, that the regression model does not experience multicollinearity, and the heteroscedasticity test shows that the regression model does not experience symptoms of heteroscedasticity. The results of the multiple linear regression test are Y = 2.339 + 0.550 X1 + 0.216 X2 + 0.059 X3. The coefficient of determination in this study shows that the adjusted R square value is 0.492 or 49.2%, which means that the independent variable in this study makes a moderate contribution to the dependent variable. The t test in this study resulted in the lifestyle variable (X1) having a calculated t value of 4.564 > t table 1.99394 with a sig value. amounting to 0.000 < 0.05, which means lifestyle has a significant influence on purchasing decisions by students in East Surabaya on the Shopee marketplace, the e-service quality variable (X2) has a calculated t value of 2.936 > t table 1.99394 with a sig value. amounting to 0.004 < 0.05, which means that e-service quality has a significant influence on purchasing decisions by students in East Surabaya on the Shopee marketplace, the EWOM (X3) variable has a calculated t value of 0.650 < t table 1.99394 with a sig value of 0.518 > 0.05 which means EWOM has no influence on purchasing decisions by students in East Surabaya on the Shopee marketplace.
Currently there is a phenomenon that people prefer everything that is practical and fast. This is supported by the increasing number of marketplaces in Indonesia, one of the marketplaces that is well known to the public, especially in Surabaya, is the Shopee marketplace. The aims of this research are (1) to determine the influence of lifestyle on purchasing decisions by students in East Surabaya on the Shopee marketplace, (2) to determine the influence of e-service quality on purchasing decisions by students in East Surabaya on the Shopee marketplace, and (3) to determine the influence of electronic word of mouth (E-WOM) on purchasing decisions by students in East Surabaya on the Shopee marketplace. This research method uses quantitative research. The number of samples used in this research was 75 respondents. The sampling technique used in this research was purposive sampling. The data analysis technique in this research is using a validity test, the results of which are declared valid because all calculated r values in this research are > from the r table. The results of the reliability test show that all variables have a Cronbach's Alpha > 0.70, so it is stated that all the variables studied are reliable or consistent. The classic assumption test consists of 3 (three) tests, namely the normality test whose results show that the variables X1, that the regression model does not experience multicollinearity, and the heteroscedasticity test shows that the regression model does not experience symptoms of heteroscedasticity. The results of the multiple linear regression test are Y = 2.339 + 0.550 X1 + 0.216 X2 + 0.059 X3. The coefficient of determination in this study shows that the adjusted R square value is 0.492 or 49.2%, which means that the independent variable in this study makes a moderate contribution to the dependent variable. The t test in this study resulted in the lifestyle variable (X1) having a calculated t value of 4.564 > t table 1.99394 with a sig value. amounting to 0.000 < 0.05, which means lifestyle has a significant influence on purchasing decisions by students in East Surabaya on the Shopee marketplace, the e-service quality variable (X2) has a calculated t value of 2.936 > t table 1.99394 with a sig value. amounting to 0.004 < 0.05, which means that e-service quality has a significant influence on purchasing decisions by students in East Surabaya on the Shopee marketplace, the EWOM (X3) variable has a calculated t value of 0.650 < t table 1.99394 with a sig value of 0.518 > 0.05 which means EWOM has no influence on purchasing decisions by students in East Surabaya on the Shopee marketplace.
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