NAVIGATING THE DIGITAL MARKETPLACE: THE IMPACT OF E-COMMERCE AND SERVICE QUALITY ON ONLINE PURCHASE DECISIONS

Authors

  • Nastiti Yulisna Putri Universitas PGRI Adi Buana Surabaya, Indonesia
  • Untung Lasiyono Universitas PGRI Adi Buana Surabaya, Indonesia
  • Taudlikhul Afkar Universitas PGRI Adi Buana Surabaya

DOI:

https://doi.org/10.29040/ijebar.v8i2.13204

Abstract

This study reveals how e-commerce and service quality impact online purchase decisions among housewives. This study is motivated by the rapid growth of e-commerce, which has significantly changed purchasing dynamics and consumer behavior, especially among housewives, who play an essential role in purchasing decisions. The purpose of this study is to explore whether e-commerce and service quality have an impact on online purchasing decisions. The population in this study consisted of housewives in the Cerme sub-district in Gresik district - East Java. The population was sampled using the Cluster Random Sampling technique, so 239 respondents were used. The data analysis technique used is multiple linear regression. The results revealed that e-commerce and quality services together have a significant impact on online purchasing decisions. Further results show that consumer behavior variables also influence online purchasing decisions. Finally, this study has a significant relationship with the digital marketplace business and industry and recommendations for further research.

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Published

2025-04-15

How to Cite

Putri, N. Y., Lasiyono, U., & Afkar, T. (2025). NAVIGATING THE DIGITAL MARKETPLACE: THE IMPACT OF E-COMMERCE AND SERVICE QUALITY ON ONLINE PURCHASE DECISIONS. International Journal of Economics, Business and Accounting Research (IJEBAR), 8(2). https://doi.org/10.29040/ijebar.v8i2.13204

Issue

Vol. 8 No. 2 (2024): IJEBAR, VOL. 08 ISSUE 02, JUNE 2024

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