EFFECT OF PERCEIVED E-SERVICE QUALITY AND ONLINE CUSTOMER REVIEWS TOWARD PURCHASE INTENTION (Study on Bibit Application Users)

Abstract

The investment phenomenon among young people has experienced a significant increase. However, Bibit as a mutual fund selling agent experienced a decrease in transaction value of 15 million USD in 2022. There are complaints on Google Playstore reviews such as application errors and lack of user friendliness have the potential to make users switch to other applications. This study aims to study the effect of Perceived E-Service Quality and Online Customer Reviews on Purchase Intention in the Bibit application.  The research method used in this research is using explanatory research with quantitative approach with sample survey method with a sample 100 people. The data collection techniques are through questionnaires. The data analysis method used is model path analysis with the smartPLS 4.0 software program. The results showed that Perceived E-Service Quality and Online Customer Reviews has a positive and significant influence on purchase intentions. There is a direct influence of Perceived E-Service Quality and Online Customer Reviews on Purchase Intention. The recommendation given is that the Bibit Application should provide a memorable usage experience for potential users. That way potential users can provide positive Online Customer Reviews which in turn will lead to their purchase intention. Future research is expected to use other variables.