The Effect of Promotion and E-Commerce Service Quality on Purchasing Decisions on the Klik Indomaret Application
Pengaruh Promosi dan Kualitas Layanan E-Commerce Terhadap Keputusan Pembelian pada Aplikasi Klik Indomaret
DOI:
https://doi.org/10.21070/ups.7355Keywords:
Promotion, Service Quality, E-Commerce, Structural Equation Modeling, RetailAbstract
Customer satisfaction is a priority to be improved because customer satisfaction can increase purchasing decisions. As an e-commerce platform developed by indomaret, klik indomaret collected 16 complaints from 100 customers in candi and tanggulangin sub-districts. The purpose of this study is to determine the effect of E-Commerce promotion and service quality on purchasing decisions, as well as to provide suggestions for improvement in order to provide the best service to customers and continue to use the klikindomaret e-commerce application. This study uses the Structural Equation Modeling (SEM) method to conduct analysis on promotions and services and customer purchasing decisions. SEM is used to test and estimate causal relationships by integrating factor analysis and its effects. The results of this study indicate that promotional variables affect purchasing decisions, promotions affect service quality, and service quality affects purchasing decisions
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