Pengaruh E-Service Quality dan E-WOM (Electronic Word of Mouth) Terhadap Keputusan Pembelian Kosmetik di Aplikasi SOCO by Sociolla

The Effect of E-Service Quality and E-WOM (Electronic Word of Mouth) on Cosmetic Purchase Decisions in SOCO by Sociolla

Penelitian ini bertujuan untuk menjelaskan dan menganalisis pengaruh E-Service Quality dan E-WOM (Electronic Word of Mouth) terhadap keputusan pembelian kosmetik di Aplikasi SOCO by Sociolla. Jumlah sampel yang diteliti yaitu 200 responden menggunakan teknik Non Probability Sampling berjenis Purposive Sampling. Untuk pengumpulan data menggunakan kuesioner dengan pengukuran rasio skala likert 10 pilihan, memakai Google Form. Pengolahan data menggunakan teknik analisis linier berganda dengan menggunakan SPSS versi 25. Hasil penelitan menunjukkan bahwa E-Service Quality (X₁) dan E-WOM (Electronic Word of Mouth) (X₂) berpengaruh signifikan terhadap keputusan pembelian kosmetik di aplikasi SOCO by Sociolla sebesar 67,9% sedangkan sisanya sebesar 32,1% di pengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini.

Kata Kunci: E-Service Quality, Electronic Word of Mouth, Keputusan Pembelian

    This study aims to explain and analyze influence E-Service Quality and E-WOM (Electronic Word of Mouth) of the purchase decision cosmatics in application SOCO by Sociolla. The total sampel is 200 respondents using the Non Probability Sampling technique with Purposive Sampling type. For data collected using questionnaire with a ratio measurement likert scale of 10 choices, using Google Form. Data processing used multiple linear regression analysis techniques using SPSS 25 version. The results show that E-Service Quality (X₁) and E-WOM (Electronic Word of Mouth) (X₂) have a significant effect on purchasing decisions for cosmetics in the SOCO by Sociolla application by 67.9%, while the remaining 32.1% is influenced by other variables not examined in this study.

Keywords: E-Service Quality, Electronic Word of Mouth, Purchase Decision