PENGARUH E-SERVICE DAN SALES PROMOTION TERHADAP KEPUTUSAN PEMBELIAN (Studi pada konsumen sepatu Nike di e-commerce Zalora)

This research aims to find out 1. To test and analyze E-Service Quality, Sales Promotion and Purchase Decisions for Nike Shoe products partially or simultaneously. The number of samples used was 100 respondents using nonprobability sampling with a purposive sampling technique, the data collection method was carried out using questionnaires, the measurement technique used was an interval Likert. Testing the instrument in this study used a test validity and reliability test. The data analysis techniques used are multiple linear regression analysis, classical assumption testing, and hypothesis testing which includes t-test and f-test. The results of this research show 1) E-Service Quality has a significant effect on purchasing decisions for Nike shoe consumers in Zalora e-commerce. 2) Sales Promotion has a positive and significant effect on purchasing decisions for Nike shoes in Zalora e-commerce. 3) E-Service Quality and Sales Promotion simultaneously have a positive and significant effect on the decision to purchase Nike Shoes on Zalora E-commerce.