<![CDATA[The shift from conventional to digital movie ticket purchasing has increased the use of ticket booking applications, such as TIX ID. This study aims to analyze the effect of e-service quality and electronic word of mouth on movie ticket purchasing decisions on the TIX ID application, using students of Politeknik Negeri Medan as a case study. This quantitative study included 100 respondents selected through purposive and quota sampling using the Lemeshow formula. Data were collected using an online Likert-scale questionnaire and processed using SPSS version 24. The partial test (t-test) results indicated that e-service quality and E-WOM have a positive and significant effect on purchasing decisions. The simultaneous (F-test) results also showed that both variables have a positive and significant effect on purchasing decisions. The Adjusted R² value of 0.732 indicated that e-service quality and E-WOM explain 73.2% of the variation in purchasing decisions, while the remaining 26.8% is explained by other variables. The findings provide practical implications for TIX ID to improve service quality and respond to user reviews in supporting purchase decisions.]]>
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