Analisis Pengaruh E-Service Quality Terhadap Keputusan Berbelanja Online Kosmetik Oriflame Pada PT. Orindo Alam Ayu Medan

Abstract

E-service quality) is an expectation as what customers want by online media rather than services that may be provided by the company. online purchasing decision describes  the intention of any customer to purchase cosmetic product ordered by the company. Method of the present study is a survey research using an associative quantitative approach. The purpose of the study is to determine the effect of the efisiency,  fulfillment, system availability dan privacy on online purchasing decision. The  population  included all customers of PT Orindo Alam Ayu  Medan  used  online shopping application during 2019 as of 2174. The sampling method  used  the Slovin formula so that there were 96  samples. The data collection method used a questionnaire and The collected data were then analyzed by using a multiple linear regression. The result of the study and data analysis shown that the factors of efficiency, fulfillment, system availability and privacy had a positive and significant effect on E-satisfaction (F-hitung (41.783) > F-tabel (2.31) dan sig-p (0,000) < 0,05). Efficiency partially had a positive and significant effect on online purchasing decision (p=0,000) <0.05). Fulfillment partially had a positive and significant effect on online purchasing decision (p=0.002) <0.05).  System availability partially had a significant effect on online purchasing decision (p=0.009) <0.05). Privacy partially had a significant effect on online purchasing decision (p=0.032) <0.05). It is suggested to PT Orindo Alam Ayu Medan to further improve the quality of online services  especially regarding the speed of transactions, on time delivery of consumer orders and convenience of transactions so that online purchasing decision may be further improved.