Pengaruh E-Service Quality, Live Streaming Shopping dan Flash Sale Terhadap Keputusan Pembelian Produk Fashion Pada Platform Shopee

The Effect Of E-Service Quality, Live Streaming Shopping And Flash Sale On Fashion Product Purchase Decisions On The Shopee Platform 

ABSTRAK

PENGARUH E-SERVICE QUALITY,

LIVE STREAMING SHOPPING DAN FLASH SALE TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION PADA PLATFORM SHOPEE

Nama                                 : Ardila
NIM                                    : 20080324014
Program Studi                  : S1 Pendidikan Bisnis
Fakultas                            : Ekonomika dan Bisnis
Nama Lembaga                : Universitas Negeri Surabaya
Pembimbing                     : Drs. Saino, M.Pd

Penelitian ini dilakukan dengan tujuan untuk menganalisis pengaruh e-service quality, live streaming shopping, dan flash sale terhadap keputusan pembelian produk fashion pada platform Shopee. Penelitian ini dilakukan di Surabaya dengan populasi masyarakat yang berdomisili di Surabaya dan sesuai dengan batasan penelitian yang ditetapkan oleh peneliti yaitu berusia minimal 17 tahun, pengguna Shopee dan pernah melakukan pembelian produk fashion sebanyak 3 kali serta pernah melihat dan melakukan pembelian pada Shopee live dan flash sale Shopee. Data primer pada penelitian ini diperoleh dari penyebaran kuesioner kepada sampel penelitian sejumlah 150 responden. Penelitian ini menggunakan metode kuantitatif dengan teknik analisis data PLS-SEM (Partial Least Square- Structural Equation Modelling). Berdasarkan hasil analisis data diperoleh hasil bahwa secara parsial dan simultan e-service quality, live streaming shopping, dan flash sale berpengaruh positif terhadap keputusan pembelian produk fashion pada platform Shopee.

Kata Kunci: E-Service Quality, Live Streaming Shopping, Flash Sale, Keputusan pembelian.

ABSTRACT

THE EFFECT OF E-SERICE QUALITY,

LIVE STREAMING SHOPPING AND FLASH SALE ON FASHION PRODUCT PURCHASE DECISIONS ON THE SHOPEE PLATFORM

Name                     : Ardila

Student ID           : 20080324014

Study Program  : S1 Business Education

Faculty                  : Economics and Business

Institution           : Surabaya State University

Advisor                 : Drs. Saino,  M.Pd

This research was conducted with the aim of analyzing the influence of e-service quality, live streaming shopping, and flash sales on fashion product purchase decisions on the Shopee platform. This research was conducted in Surabaya with a population of people domiciled in Surabaya and in accordance with the research limits set by the researcher, respondent must be at least 17 years old, Shopee users and having purchased fashion products 3 times and having seen and made purchases on Shopee live and Shopee Flash sales. Primary data in this study was obtained from the distribution of questionnaires to a research sample of 150 respondents. This study uses a quantitative method with PLS-SEM (Partial Least Square- Structural Equation Modelling) data analysis technique. Based on the results shows that partially and simultaneously e-service quality, live streaming shopping, and flash sales have a positive effect on the purchase decision of fashion products on the Shopee platform.

Keywords: E-Service Quality, Live Streaming Shopping, Flash Sale, Purchase decisions.