The influence of e-service quality, brand loyalty and online customer review towards customer purchase decision at Bukalapak Indonesia

Wihardy, Jessica (2022) The influence of e-service quality, brand loyalty and online customer review towards customer purchase decision at Bukalapak Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In the current era of globalization, the internet is the most important factor for the development of technology as well as in people's life. It is possible to see the increasing number of social media platforms as a result of technical advancements. Every e-commerce company must give the greatest services and continue to innovate in order for customers to feel secure when purchasing online. This study aims to analyze the influence of E-Service Quality, Brand Loyalty and Online Customer Review on Customer Purchase Decision. The writer's research method for analyzing data in this work is quantitative research, collected by providing online questionnaires to Bukalapak’s customers located in Medan and Jakarta. From the questionaries distributed, 100 respondent’s data were obtained in the duration of 15 days (24th of March 2022– 7th of April 2022) and they will be processed with the SPSS software. The purpose of the research was to determine if e-service quality, brand loyalty, and online customer reviews simultaneously had a significant influence on customers purchasing decisions. The results from determination test, it shows that e-service quality, brand loyalty and online customer review influence 81.6% of purchase decision From the hypothesis test results of the F test (0.000 < 0.05) that e-service quality, brand loyalty and online customer review simultaneously influence customer purchase decision, and also results of T test with the value of 0.003, 0.000 and 0.000, all which are less that 0.05, indicating that all of the independent variables have a significant influence on customer purchase decision. It can be suggested that the company needs to maintain their services and features as well as some upgrade in terms of competitive prices and appropriate promotions in order for customers to remail loyal./ Di era globalisasi saat ini, internet merupakan faktor terpenting bagi perkembangan teknologi maupun dalam kehidupan masyarakat. Hal ini dimungkinkan untuk melihat peningkatan jumlah platform media sosial sebagai akibat dari kemajuan teknis. Penelitian ini bertujuan untuk menganalisis pengaruh E-Service Quality, Loyalitas Merek dan Ulasan Online terhadap Keputusan Pembelian di Bukalapak Indonesia. Metode penelitian penulis untuk menganalisis data dalam penelitian ini adalah penelitian kuantitatif, dikumpulkan dengan memberikan kuesioner online dalam bentuk google form kepada pelanggan Bukalapak yang berlokasi di Medan dan Jakarta. Diperoleh 100 data responden dalam jangka waktu 15 hari (24 Maret 2022 – 7 April 2022) dan akan diolah dengan software SPSS. Tujuan dari penelitian ini adalah untuk mengetahui apakah kualitas e-service, loyalitas merek, dan ulasan pelanggan online secara simultan berpengaruh signifikan terhadap keputusan pembelian pelanggan. Hasil uji determinasi menunjukkan bahwa e-service quality, brand loyalty dan online customer review berpengaruh sebesar 81,6% terhadap keputusan pembelian Dari hasil uji hipotesis uji F (0,000 < 0,05) bahwa e-service quality, brand loyalty dan online customer review secara simultan berpengaruh terhadap keputusan pembelian konsumen, demikian juga hasil uji T dengan nilai 0,003, 0,000 dan 0,000 semuanya lebih kecil dari 0,05 yang menunjukkan bahwa semua variabel independen berpengaruh signifikan terhadap keputusan pembelian pelanggan. Dapat disarankan bahwa perusahaan perlu mempertahankan layanan dan fitur mereka.

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