Pengaruh Kualitas Pelayanan, Citra Merek, dan Kemudahan Penggunaan terhadap Keputusan Pembelian Pengguna Tokopedia di Kota Samarinda
DOI:
https://doi.org/10.47747/snfmi.v3i1.3120Abstract
The rapid development of technology has impacted and influenced all economic sectors, including e-commerce. In Indonesia, increasing internet access, smartphone usage, and secure payments have driven e-commerce, creating both opportunities and challenges for Tokopedia. Despite its initial rapid growth, Tokopedia's recent decline in user base indicates difficulties with consumer engagement and innovation. Because the factors driving consumer engagement remain unclear, purchasing strategies become less effective. This study examines how service quality, brand image, and ease of use influence Tokopedia consumers' purchasing decisions. The population in this study comprised users of the Tokopedia e-commerce platform domiciled in Samarinda City. The study employed a robust methodology, using nonprobability sampling, namely the Likert scale method, with a sample size of 144 respondents. The data collection technique used a questionnaire. Analysis used Partial Least Squares (PLS) with the SmartPLS application version 0.3. The results of this study indicate that Service Quality, Brand Image, and Ease of Use have positive and significant effects on Purchasing Decisions.
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