ONLINE BUYING TOKOPEDIA BEHAVIOR BASED ON PERCEPTION OF THE CUSTOMER IN PEKANBARU CITY

Abstract

This research aims to analyze the effect of promotion, trust, information quality, and E- service quality on purchase decisions of Tokopedia users in Pekanbaru city. The data used in this research are primary data obtained from the questionnaires. Population in this research is Tokopedia users at Pekanbaru which the number of samples used is 300 respondents. The sample technique used the quota sampling technique with a non proportional sampling approach. Data analysis method used multiple linear regression analysis method with t test for the answer of research hypothesis. The results show that information quality and E- service quality have a positive significant effect on purchase decisions at Tokopedia. While information quality has no significant effect on purchase decisions at Tokopedia.

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