PENGARUH E-SERVICE QUALITY DAN PROMOSI ONLINE TERHADAP MINAT BELI ULANG DI LAZADA

Masta Masta, Ira Nuriya Santi

Abstract


Abstrak

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh e-service quality dan promosi online secara serempak dan secara signifikan terhadap minat beli ulang produk busana muslim di Lazada Indonesia. Jenis penelitian yang digunakan dalam penelitian ini adalah verifikatif deskriptif. Jumlah sampel yang digunakan sebanyak 60 responden dengan teknik penarikan sampel menggunakan Purposive Sampling. Teknik pengumpulan data menggunakan kuesioner, serta alat analisis yang digunakan adalah analisis regresi linear berganda. Hasil dalam penelitian ini menunjukkan variabel E-service quality dan promosi online secara serempak berpengaruh signifikan terhadap minat beli ulang di Lazada Indonesia variabel promosi online berpengaruh signifikan terhadap minat beli ulang di Lazada Indonesia.

 

Kata Kunci: E-Service Quality, Promosi Online, Minat Beli Ulang

 

Abstract

This study aims to determine and analyze the effect of e-service quality and online promotion simultaneously and significantly on the interest in repurchasing Muslim clothing products at Lazada Indonesia. The type of research used in this research is descriptive verification. The number of samples used as many as 60 respondents with a sampling technique using purposive sampling. The data collection technique used a questionnaire, and the analytical tool used was multiple linear regression analysis. The results in this study indicate that the variables of E-service quality and online promotion simultaneously have a significant effect on repurchase interest at Lazada Indonesia, online promotion variables have a significant effect on repurchase interest at Lazada Indonesia.

Keywords: E-Service Quality, Online Promotion, Repurchase Interest


Keywords


E-Service Quality, Promosi Online, Minat Beli Ulang

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DOI: https://doi.org/10.22487/jimut.v9i4.348

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