PENGARUH KUALITAS INFORMASI DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN PENGGUNA E-COMMERCE SHOPEE PADA MAHASISWA INSTITUT TEKNOLOGI DAN BISNIS NOBEL INDONESIA

Muh Alif. 2024. The Influence of Information Quality and Service Quality on the Purchase Decision of Shopee E-Commerce Users among Students of the Nobel Indonesia Institute of Technology and Business, supervised by Mariah and Nurkhalik Wahdanial Asbara.
This study aims to analyze (1) The partial influence of information quality and service quality on the purchase decision of Shopee E-commerce users. (2) The simultaneous influence of information quality and service quality on the purchase decision of Shopee E-commerce users. (3) The most influential variable on the purchase decision of Shopee E-commerce users among students of the Nobel Indonesia Technology and Business Institute.
The research sample consisted of 92 respondents who are students of the Nobel Indonesia Technology and Business Institute who made purchases on Shopee E-commerce, the research uses a multiple linear regression analysis method with data collection using a Likert scale questionnaire.
The results show that (1) Partially, information quality and service quality variables have a positive and significant effect on the purchase decision of Shopee E-Commerce users. (2) Simultaneously, information quality and service quality
variables have a positive and significant effect on the purchase decision of Shopee E-Commerce users. (3) The service quality variable has the most dominant
influence on the purchase decision of Shopee E-Commerce users among students of the Nobel Indonesia Technology and Business Institute.