Analisis Pengaruh Kualitas Aplikasi dan Kualitas Layanan terhadap Keputusan Pembelian dengan Niat Membeli sebagai Variabel Perantara pada Shopee
DOI:
https://doi.org/10.58812/jmws.v4i11.2880Kata Kunci:
Kualitas Aplikasi, Kualitas Layanan, Minat Beli, Keputusan Pembelian, ShopeeAbstrak
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas aplikasi dan kualitas layanan terhadap keputusan pembelian dengan minat beli sebagai variabel mediasi pada platform e-commerce Shopee. Fokus utama dari penelitian ini adalah untuk menguji hubungan langsung maupun tidak langsung antara kualitas aplikasi dan layanan terhadap keputusan pembelian melalui minat beli konsumen. Populasi dalam penelitian ini adalah pengguna aktif Shopee yang berdomisili di wilayah Tangerang dan Jakarta, dengan kriteria penggunaan minimal selama enam bulan. Sampel sebanyak 200 responden diperoleh melalui metode non-probability sampling, khususnya teknik convenience sampling. Pendekatan penelitian yang digunakan adalah kuantitatif, dengan metode analisis data menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa kualitas aplikasi dan kualitas layanan berpengaruh positif dan signifikan terhadap minat beli. Minat beli juga berpengaruh positif terhadap keputusan pembelian. Selain itu, kualitas aplikasi dan layanan memiliki pengaruh langsung maupun tidak langsung yang signifikan terhadap keputusan pembelian melalui mediasi minat beli.
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