PENGARUH E-SERVICE QUALITY DAN SALES PROMOTION TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE TOKOPEDIA (Studi pada konsumen marketplace tokopedia di Kota Malang)

The aim of this research is to test and analyze the influence of e-service quality on purchasing decisions, the influence of sales promotion on purchasing decisions, as well as the influence of e-service quality and sales promotion on purchasing decisions on the Tokopedia marketplace (study of Tokopedia marketplace consumers in Malang City) . The sample size was set at 120 respondents, because this type of research is quantitative research using probability sampling techniques with simple random sampling techniques targeting Tokopedia marketplace consumers in the city of Malang. The data analysis technique uses multiple regression. Based on the research results, in the Tokopedia marketplace in Malang City, e-service quality has a positive and significant influence on purchasing decisions, sales promotion has a positive and significant influence on purchasing decisions, and e-service quality variables have the most dominant influence on purchasing decisions. This means that the better the e-service quality, the greater the influence on purchasing decisions compared to sales promotion.