Pengaruh Kualitas Pelayanan dan Kualitas Produk Terhadap Keputusan Pembelian Pelanggan Tokopedia

This study examines and analyzes the effect of Service Quality and Product Quality on the purchasing decisions of Tokopedia customers. This research uses a quantitative approach. Data was collected from 100 Tokopedia users through a purposive sampling technique. The data analysis was conducted using multiple linear regression. The results show that Service Quality has a positive and significant effect on purchasing decisions, driven by responsive service, ease of communication with the admin, and the speed of order processing. The Product Quality variable also has a positive and significant effect, proving that physical
quality assurance, durability, and the conformity of the actual goods with the display photos play a key role in building trust. Simultaneously, both variables contribute 50.5% to the purchasing decisions, while the remaining 49.5% is influenced by other factors. These findings suggest that sellers should continuously improve their responsiveness in replying to messages and tighten quality control before the goods are shipped.