<![CDATA[Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing dan e-service quality terhadap keputusan pembelian buku melalui Erlangga Online Store, baik secara parsial maupun simultan. Penelitian menggunakan pendekatan kuantitatif asosiatif dengan data primer yang dikumpulkan melalui kuesioner berskala Likert kepada 115 responden yang pernah membeli buku melalui Erlangga Online Store. Data dianalisis menggunakan statistik deskriptif, uji validitas dan reliabilitas, uji asumsi klasik, serta regresi linier berganda dengan bantuan SPSS versi 25. Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap keputusan pembelian (t hitung 5,375 > t tabel 1,658; p < 0,001), e-service quality berpengaruh positif dan signifikan terhadap keputusan pembelian (t hitung 3,071 > t tabel 1,658; p = 0,003), dan keduanya berpengaruh signifikan secara simultan (F hitung 127,761 > F tabel 3,08; p < 0,001) dengan koefisien determinasi (R²) sebesar 0,695 (R² yang disesuaikan 0,690). Temuan ini menunjukkan bahwa pengelolaan konten media sosial yang informatif serta layanan situs yang mudah digunakan, aman, dan responsif perlu dioptimalkan secara bersama-sama untuk meningkatkan keputusan pembelian konsumen. Kata kunci: Social Media Marketing, E-Service Quality, Keputusan Pembelian, Erlangga Online Store Abstract This study aims to analyze the influence of social media marketing and e-service quality on book purchase decisions via the Erlangga Online Store, both partially and simultaneously. The study employed a quantitative associative approach using primary data collected through a Likert-scale questionnaire administered to 115 respondents who had purchased books through the Erlangga Online Store. The data were analyzed using descriptive statistics, validity and reliability tests, classical assumption tests, and multiple linear regression with SPSS version 25. The results show that social media marketing has a positive and significant effect on purchase decisions (t-value 5.375 > t-table 1.658; p < 0.001), e-service quality has a positive and significant effect on purchase decisions (t-value 3.071 > t-table 1.658; p = 0.003), and both variables simultaneously have a significant effect (F-value 127.761 > F-table 3.08; p < 0.001), with a coefficient of determination (R²) of 0.695 (adjusted R² of 0.690). These findings indicate that informative social media content and an easy-to-use, secure, and responsive online service should be optimized together to improve consumers’ purchase decisions. Keywords: Social Media Marketing, E-Service Quality, Purchase Decision, Erlangga Online Store]]>
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