Pengaruh E-Service Quality, Online Customer Review, dan Online Customer Rating terhadap Keputusan Pembelian pada Produk Elizabeth di Marketplace Shopee pada Mahasiswa Fakultas Ekonomi Angkatan 2022 Uniska Kediri
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Abstract
This study examines the associations of electronic service quality, online customer reviews, and online customer ratings with purchase decisions for Elizabeth, a local fashion brand, on Shopee. A quantitative cross-sectional survey involved 78 female students from the 2022 cohort of the Faculty of Economics, Universitas Islam Kadiri, selected purposively from a population of 349 students. Multiple linear regression yielded positive and statistically significant coefficients for electronic service quality (B = 0.341; standardized β = 0.621), reviews (B = 0.331; β = 0.436), and ratings (B = 0.320; β = 0.267), all p < 0.001. The overall model was significant (F = 50.458; p < 0.001), accounting for 67.2% of the variance in purchase decisions (adjusted R² = 0.658). Electronic service quality had the largest standardized coefficient. The study contributes context-specific evidence that service experience and narrative and numerical social proof jointly matter for online purchase decisions concerning a domestic fashion brand. Its generalizability is limited by purposive selection, a female-only sample, and a single academic cohort.
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