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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR)
Putri, Nastiti Yulisna
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Economics, Econometrics & Finance

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NAVIGATING THE DIGITAL MARKETPLACE: THE IMPACT OF E-COMMERCE AND SERVICE QUALITY ON ONLINE PURCHASE DECISIONS Putri, Nastiti Yulisna; Lasiyono, Untung; Afkar, Taudlikhul
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8 No 2 (2024): IJEBAR, VOL. 08 ISSUE 02, JUNE 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i2.13204

Abstract

This study reveals how e-commerce and service quality impact online purchase decisions among housewives. This study is motivated by the rapid growth of e-commerce, which has significantly changed purchasing dynamics and consumer behavior, especially among housewives, who play an essential role in purchasing decisions. The purpose of this study is to explore whether e-commerce and service quality have an impact on online purchasing decisions. The population in this study consisted of housewives in the Cerme sub-district in Gresik district - East Java. The population was sampled using the Cluster Random Sampling technique, so 239 respondents were used. The data analysis technique used is multiple linear regression. The results revealed that e-commerce and quality services together have a significant impact on online purchasing decisions. Further results show that consumer behavior variables also influence online purchasing decisions. Finally, this study has a significant relationship with the digital marketplace business and industry and recommendations for further research.
Co-Authors Afkar, Taudlikhul lasiyono, untung