Pengaruh E-Service Quality Dan Diskon Terhadap Keputusan Pembelian Dengan E-Trust Sebagai Variabel Intervening (Studi Pada Pengguna Marketplace Blibli Di Kota Semarang)

Abstract

Blibli visitors experience fluctuations and tend to decrease from 2019 to 2022. The aim of this research is to determine whether there is an influence of e-service quality and discounts on purchasing decisions with e-trust as an intervening variable for Blibli marketplace users in Semarang City. This type of research is explanatory research and the sampling technique is nonprobability sampling with purposive sampling. Data was analyzed using SmartPLS 4. The sample was 97 respondents using the Blibli marketplace in Semarang City. The results of the research show that there is a positive and significant influence between e-service quality on e-trust, there is a positive and significant influence of discounts on e-trust, there is a positive and significant influence of e-service quality on purchasing decisions, there is a positive and significant influence of discounts on decisions purchasing, and there is a positive and significant influence of e-trust on purchasing decisions. The research results show that e-trust is able to mediate the influence of e-service quality on purchasing decisions and e-trust is able to mediate the influence of discounts on purchasing decisions.

Keywords: Discounts; E-Service Quality; E-Trust; Purchasing Decisions

Pengunjung Blibli mengalami fluktuasi dan cenderung menurun dari 2019 sampai 2022. Tujuan penelitian ini untuk mengetahui ada tidaknya pengaruh e-service quality dan diskon terhadap keputusan pembelian dengan e-trust sebagai variabel intervening pada pengguna marketplace Blibli di Kota Semarang. Tipe penelitian ini yaitu explanatory research dan teknik pengambilan sampel yaitu nonprobability sampling dengan purposive sampling. Data dianalisis menggunakan SmartPLS 4. Sampel sebanyak 97 responden pengguna marketplace Blibli di Kota Semarang. Hasil penelitian menunjukkan terdapat pengaruh positif dan signifikan antara e-service quality terhadap e-trust, terdapat pengaruh positif dan signifikan diskon terhadap e-trust, terdapat pengaruh positif dan signifikan e-service quality terhadap keputusan pembelian, terdapat pengaruh positif dan signifikan diskon terhadap keputusan pembelian, serta terdapat pengaruh positif dan signifikan e-trust terhadap keputusan pembelian. Hasil penelitian menunjukkan e-trust mampu memediasi pengaruh antara e-service quality terhadap keputusan pembelian dan e-trust mampu memediasi pengaruh antara diskon terhadap keputusan pembelian.

Kata Kunci: Diskon; E-Service Quality; E-Trust; Keputusan Pembelian