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All Journal Jurnal Ekonomi, Bisnis dan Manajemen Journal of Creative Student Research Triwikrama: Jurnal Ilmu Sosial Neraca Manajemen, Akuntansi, dan Ekonomi JIMAKO Optimal: Jurnal Ekonomi dan Manajemen
Agung Pambudi Mahaputra
Universitas Islam Kadiri
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Transportation

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Pengaruh E-Service Quality, Online Customer Review, dan Online Customer Rating terhadap Keputusan Pembelian pada Produk Elizabeth di Marketplace Shopee pada Mahasiswa Fakultas Ekonomi Angkatan 2022 Uniska Kediri Akbar Faris Maulana Imani; Indah Yuni Astuti; Agung Pambudi Mahaputra
JIMAKO : Jurnal Ilmiah Manajemen, Akuntansi dan Ekonomi Vol. 2 No. 01 (2027): In Presss : Jurnal Ilmiah Manajemen, Akuntansi dan Ekonomi
Publisher : FIKRIYA RAFT TIRTA

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Abstract

This study examines the associations of electronic service quality, online customer reviews, and online customer ratings with purchase decisions for Elizabeth, a local fashion brand, on Shopee. A quantitative cross-sectional survey involved 78 female students from the 2022 cohort of the Faculty of Economics, Universitas Islam Kadiri, selected purposively from a population of 349 students. Multiple linear regression yielded positive and statistically significant coefficients for electronic service quality (B = 0.341; standardized β = 0.621), reviews (B = 0.331; β = 0.436), and ratings (B = 0.320; β = 0.267), all p < 0.001. The overall model was significant (F = 50.458; p < 0.001), accounting for 67.2% of the variance in purchase decisions (adjusted R² = 0.658). Electronic service quality had the largest standardized coefficient. The study contributes context-specific evidence that service experience and narrative and numerical social proof jointly matter for online purchase decisions concerning a domestic fashion brand. Its generalizability is limited by purposive selection, a female-only sample, and a single academic cohort.
Co-Authors Akbar Faris Maulana Imani ANITA SUMELVIA DEWI Baju Pramuntoko Erma Wati Indah Yuni Astuti Indah Yuni Astuti, Indah Khofifah Cindy Avrensa Lilis Lilis Miftahul Munir Naning Kurotti Ayun Riska Fauziah Sania Hani F Sekarsari Nusantari Syelfanda Putrifasari Umi Nadhiroh Umi Qhoirunnisa Vrisca Falelia M