Palia, Dwi Gita (2023) THE INFLUENCE OF E-SERVICE QUALITY AND E-SECURITY SEALS ON PURCHASE DECISIONS (Study on Customer Shopee in Semarang). Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro.

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Abstract

Technological developments affect economic activity, one of which is the buying
and selling process that is carried out online. At present the online shopping process
is one of the things that is very often done by everyone and almost from all walks
of life. Marketplace is very familiar in this modern era, one that is widely used is
the shop marketplace. This study aims to determine the effect of e-service quality
and e-security seals on purchase decisions (study at customer shopee in Semarang).
The researcher uses an explanatory research type with a quantitative
approach with a total of respondents 100 people. In this study, the sampling
technique used is non-probability and uses a purposive sampling approach, which
is a sampling that is carried out based on certain objectives and considerations. Data
collection techniques used in this study were questionnaires and literature studies.
The data analysis method used is the correlation coefficient test, the coefficient of
determination test, the multiple linear regression test, the t and the F using the
Microsoft Excel application and SPSS (Statistical Program for Social Science)
version 26.
The results of the study show that e-service quality and e-security seals
partially and simultaneously have a positive and significant effect on purchasing
decisions. The results of the study stated that e-service quality and e-security seals
had an effect of 38.0%. Based on these results, it is suggested that the Shopee
Marketplace can continue to improve system service and security so that it can
continue to maintain and increase customer confidence in making transactions at
the Shopee Marketplace.
Keywords: e-service quality, e-security seals, purchase decision

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