ANALISIS PENGARUH KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN ONLINE SHOP SHOPEE

This study aims to determine whether the service quality factors consisting of Efficiency, Fulfillment, System availability, Privacy, Responsiveness, Compensation, and Contact have partial and simultaneous effect on purchasing decisions. This type of research is quantitative research. Data collection techniques using questionnaires. The technique of taking respondents using Judgment Sampling (Assessment) with a total of 100 consumer respondents who have made purchases at the online shop shoppe in the last 6 months. Data analysis using Descriptive Statistics and Linear Regression. The results of the study show that Efficiency, Fulfillment, System availability, Privacy, Responsiveness, Compensation, and Contact simultaneously and partially have an influence on Shopee Online Shop Consumer purchasing decisions. This means that the better Efficiency, Fulfillment, System availability, Privacy, Responsiveness, Compensation, and Contact will improve purchasing decisions.