The Effect of Service Quality and Trust on Online Purchasing Decisions at Shopee

Abstract

This study aims to determine: 1) Service quality affects trust, 2) Trust affects purchasing decisions, 3) Service quality affects purchasing decisions, and 4) There is an indirect influence between service quality and purchase decisions through trust in Shopee online shopping application users. The researcher used a quantitative approach with his analysis tool PLS in this study. This study used data collection techniques through questionnaires. The population of this study is employees of Lombok Astoria Hotel with a total of 110 employees. The study sample was 86 employees using the random sample method. The results of this study show that: 1) Service quality has a positive and significant effect on trust, 2) Trust has a positive and significant effect on purchasing decisions, 3) Service quality has a positive and significant effect on purchasing decisions, 4) Positive and significant influences on service quality on purchasing decisions through trust. These results show that the quality of service and trust can influence consumers in making purchasing decisions.