PEPENGARUH HARGA, PROMOSI DAN E-SERVICE QUALITY TERHADAP KEPUTUSAN KONSUMEN DALAM BERBELANJA ONLINE (Studi Kasus Pada Online Shop Lazada Di Kota Padang)

Abstract

This study aim to explain the Effect Of Price, Promotion And E-Service Quality On Consumer Decisions. This study use data collection methods by distributing online questionnaires using google foem. The population and sample used in this study are Lazada’s online shop consumers in the city of Padang, totaling 80 respondents. The data analysis methods in this study were PLS and SPSS. The hypotheses in this study were tested using analytical methods including : Measurement Model Assessment, Descriptive Analysis, R Square, Q Square and Structural Model Assessment. From the test results it can be concluded tha the Price has a positive or significant effect on consumer decisions. Promotion has no positive or significant effect on consumer decisions. E-service Quality has a positive or significant effect on consumer decisions.