Pengaruh E-servicescape terhadap Keputusan Pembelian Pengguna (Aplikasi Online Shop Tokopedia) di Palembang

Johan, Wendy Prasetya (2021) Pengaruh E-servicescape terhadap Keputusan Pembelian Pengguna (Aplikasi Online Shop Tokopedia) di Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This research aims to research the impact of e-servicescape on purchasing decisions through the Tokopedia application. This analysis uses the independent variables of aesthetic appeal, layout and functionality, and financial security. The dependent variable is the purchase decision. The sample of this study is Tokopedia online shop application users. Sample data collection is done by purposive sampling method. Questionnaire data collection was done by distributing online statements to 100 respondents. Testing this hypothesis using multiple linear regression analysis with IBM SPSS 25 tools. The results of this study indicate aesthetic appeal has no positive and significant effect on purchasing decisions through the Tokopedia online shop application, while layout and functionality, and financial security have a positive and significant effect on purchasing decisions through the Tokopedia online shop application. Keywords: E-Servicescape, Aesthetic Appeal, Layout and Functionality, financial security, Purchasing Decisions

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