Publisher

ESC IDESC ID

Journal International Journal of Economy, Education and Entrepreneurship (IJE3)International Journal of Economy, Education and Entrepreneurship (IJE3) Abstract

This study aims to analyze the influence of Service Quality, Product Variety, Price, Consumer Trust, and Convenience on consumer purchasing decisions. This study uses a quantitative approach and a purposively selected sample of 94 respondents. The analysis techniques used are simple linear regression, multiple linear regression, classical assumption tests, coefficient of determination tests, t-tests, and F-tests, using SPSS version 26.. . The results of the classical assumption tests indicate that the research data are typically distributed, free of multicollinearity, and free of heteroscedasticity. Simple regression analysis shows that Service Quality and Product Variety have a positive, significant effect on purchasing decisions. The results of multiple linear regression indicate that simultaneously all five independent variables have a positive impact on purchasing decisions with an Adjusted R² of 0.442. The t-test shows that Service Quality, Product Variety, and Price have significant effects individually, while Consumer Trust and Convenience have positive but insignificant impacts. The simultaneous F-test confirms the considerable influence of all independent variables on purchasing decisions. The findings of this study emphasize the importance of managing service quality, product variety, Price, and consumer trust as a strategy to encourage consumer purchasing decisions.

Conclusion

The study concludes that Service Quality, Product Variety, Price, Consumer Trust, and Convenience significantly influence purchasing decisions.The analysis confirms that Service Quality and Product Variety have a positive and significant impact on consumer purchasing behavior.Furthermore, the simultaneous influence of all independent variables is substantial, explaining 44.2% of the variation in purchasing decisions, highlighting the importance of a holistic approach to marketing strategy.

Future Research

Future research could explore the moderating role of demographic factors, such as age and income, on the relationship between service quality, product variety, and purchasing decisions. Additionally, a qualitative study employing in-depth interviews could provide richer insights into the nuances of consumer perceptions and experiences with JD.ID. Finally, investigating the impact of emerging technologies, such as artificial intelligence-powered personalization, on consumer purchasing behavior within the JD.ID platform would be a valuable avenue for further exploration. These studies would contribute to a more comprehensive understanding of consumer behavior in the e-commerce landscape and provide actionable recommendations for JD.ID to enhance its competitive advantage and customer satisfaction.

References

1. PENGARUH KUALITAS LAYANAN DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE | Jurnal... jurnal.polinema.ac.id/index.php/jab/article/view/5446PENGARUH KUALITAS LAYANAN DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN PADA E COMMERCE SHOPEE Jurnal jurnal polinema ac index php jab article view 5446
2. Pengaruh E-Commerce Shopee, Kualitas Produk dan Variasi Produk Terhadap Keputusan Pembelian Produk Snack... jurnalnasional.ump.ac.id/index.php/MASTER/article/view/15254Pengaruh E Commerce Shopee Kualitas Produk dan Variasi Produk Terhadap Keputusan Pembelian Produk Snack jurnalnasional ump ac index php MASTER article view 15254

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