PENGARUH E_PRODUCT QUALITY, E_SERVICE QUALITY, E_INNOVATION, E_PRICE DAN E_STORE IMAGE TERHADAP E_PURCHASE INTENTION SOCIOLLA
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Abstract
E-commerce (electronic commerce) saat ini sedang digandrungi oleh para pecinta online shopping. Secara sederhana e-commerce dapat dijelaskan sebagai proses pembelian maupun penjualan produk secara elektronik. karena semakin berkembangnya e-commerce beberapa tahun belakangan ini secara bertahap e-commerce dapat menggantikan toko tradisional atau offline. monthly active user (MAU) e-commerce memperoleh hasil tertinggi yang mencapai 137 juta pengguna setiap bulan. kemudian hasil riset menyebutkan pengguna e-commerce di Indonesia didominasi oleh perempuan. Sementara itu produk Kecantikan menempati peringkat ke tiga sebagai produk paling laris dijual di e-commerce, Oleh karena itu produk kecantikan menjadi salah satu kategori produk yang digemari oleh pengguna e-commerce.
Penelitian ini bertujuan untuk mengetahui pengaruh pengaruh e_product quality, e_service quality, e_innovation, e_price dan e_store image terhadap e_purchase intention Sociolla. Pengumpulan data pada penelitian ini melalui penyebaran kuesioner dan menggunakan analisis data kuantitatif. Pengambilan sampel dilakukan dengan metode non- probability sampling yaitu dengan teknik purposive sampling. Sampel yang digunakan dalam penelitian ini sebanyak 100 responden. Metode analisis yang digunakan pada penelitian ini adalah uji Analisis Regresi Berganda dan Alat analisis yang digunakan dengan bantuan SPSS versi 25.
Berdasarkan hasil penelitian dari analisis deskriptif menunjukkan bahwa variabel e_product quality, e_service quality, e_price dan e_store image termasuk kedalam kategori baik, lalu variabel , e_innovation termasuk kedalam kategori Sangat baik, sedangkan e_purchase intention termasuk kedalam kategori cukup baik . Hasil analisis regresi linear berganda dapat disimpulkan bahwa e_product quality, e_service quality, e_innovation, e_price dan e_store image berpengaruh positif dan signifikan terhadap e_purchase intention Sociolla baik secara parsial maupun simultan. Berdasarkan hasil uji koefisien determinasi diperoleh nilai sebesar 95,5%. Hal ini berarti hubungan antar variabel independen dengan variabel dependen sebesar 95,8%.
Kata kunci : e_product quality, e_service quality, e_innovation, e_price, e_store image, e_purchase intention
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