Pengaruh Electronic Service Quality dan Online Customer Review terhadap Purchase Decision

Abstract. The development of digital marketing demands improvements in electronic service quality and the influence of online customer reviews to increase consumer purchase decisions. This study aims to analyze the effect of electronic service quality and online customer reviews on purchase decisions in the Shopee marketplace among Generation Z in Bandung City. The research uses a descriptive and verification approach with a quantitative method. The sampling technique used is non-probability sampling through purposive sampling, targeting Generation Z individuals in Bandung who have made or are actively making purchases on Shopee. Data were collected through a questionnaire distributed to 100 respondents and analyzed using descriptive and verification analysis, including multiple linear regression, coefficient of determination, T-test, and F-test. The research findings show that electronic service quality has a positive and significant partial effect on purchase decisions. Similarly, online customer reviews also partially affect purchase decisions positively and significantly. Furthermore, the two independent variables simultaneously show a positive and significant impact on purchase decisions. These findings imply that improving electronic service quality and fostering positive online reviews can be a strategic approach for e-commerce platforms like Shopee to enhance purchasing behavior, particularly among the Gen Z demographic in urban markets such as Bandung.   Abstrak. Perkembangan pemasaran digital saat ini menuntut peningkatan electronic service quality dan pengaruh online customer review untuk mendorong peningkatan purchase decision. Penelitian ini bertujuan untuk menganalisis pengaruh electronic service quality dan online customer review terhadap purchase decision di marketplace Shopee pada Generasi Z di Kota Bandung. Penelitian ini menggunakan pendekatan deskriptif dan verifikatif dengan metode kuantitatif. Teknik pengambilan sampel yang digunakan adalah nonprobability sampling dengan metode purposive sampling, yang menargetkan individu Generasi Z di Kota Bandung yang pernah atau masih aktif melakukan pembelian di Shopee. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada 100 responden. Data yang diperoleh dianalisis menggunakan analisis deskriptif dan verifikatif, meliputi analisis regresi linear berganda, koefisien determinasi, uji T, dan uji F. Hasil penelitian menunjukkan bahwa electronic service quality secara parsial berpengaruh positif dan signifikan terhadap purchase decision. Demikian pula, online customer review juga memiliki pengaruh positif dan signifikan secara parsial terhadap purchase decision. Secara simultan, kedua variabel tersebut terbukti berpengaruh positif dan signifikan terhadap purchase decision. Temuan ini menunjukkan pentingnya peningkatan electronic service quality dan pengelolaan online customer review untuk mendorong purchase decision, khususnya pada segmen Generasi Z di wilayah perkotaan seperti Bandung.