PENGARUH PROMOSI PENJUALAN DAN KUALITAS PELAYANAN ELEKTRONIK TERHADAP KEPUTUSAN PEMBELIAN DI TOKOPEDIA

This research aims to examine the influence of sales promotion and electronic service quality on purchasing decisions on Tokopedia. This research is quantitative. The population used is Tokopedia consumers aged between 13 and 60 years. The sample consists of 108 respondents. The data collection method uses a questionnaire. The sampling method used is accidental sampling. Data analysis uses multiple linear regression. The results show that sales promotion has a positive but insignificant effect on purchasing decisions, while electronic service quality has a positive and significant effect on purchasing decisions.