Pengaruh E-Service Quality dan Ease of Access terhadap Keputusan Pembelian Barang di Informa Melalui Layanan Aplikasi Kredivo dengan Kepuasan Konsumen sebagai Variabel Moderasi
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Penelitian ini dilakukan untuk mengevaluasi sejauh mana E-Service Quality dan Ease of Access memengaruhi keputusan konsumen dalam membeli produk di Informa melalui pemanfaatan aplikasi Kredivo, dengan kepuasan pelanggan sebagai variabel yang memoderasi hubungan tersebut. Fokus utama penelitian ini adalah berkurangnya minat konsumen untuk melakukan pembelian ulang, meskipun kualitas layanan digital dan kemudahan akses telah ditingkatkan. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei melalui penyebaran kuesioner kepada 110 responden yang merupakan pengguna aplikasi Kredivo di Informa. Analisis data dilakukan dengan regresi linear berganda serta analisis regresi moderasi (MRA). Hasil analisis menunjukkan bahwa e-service quality dan ease of access memiliki pengaruh signifikan terhadap keputusan pembelian, dengan nilai koefisien regresi masing-masing 0,224 dan 0,357. Selain itu, kepuasan konsumen terbukti memoderasi hubungan antara kedua variabel independen dan keputusan pembelian, memperkuat pengaruh e-service quality dan ease of access. Secara simultan, kedua variabel ini menjelaskan 53,2% variasi dalam keputusan pembelian. Temuan ini sejalan dengan penelitian sebelumnya yang menunjukkan bahwa kualitas layanan dan kemudahan akses sangat penting dalam membentuk keputusan pembelian, terutama di platform digital. Hasil penelitian ini memberikan kontribusi teoretis dalam pengembangan model perilaku konsumen di era digital dan implikasi praktis bagi penyedia layanan PayLater seperti Kredivo untuk meningkatkan strategi pemasaran dan pengalaman pelanggan guna mendorong loyalitas dan keputusan pembelian ulang.
The Influence of E-Service Quality and Ease of Access on Purchase Decisions at Informa Through the Kredivo Application Service with Customer Satisfaction as a Moderating Variable
Abstract
This study was conducted to evaluate the extent to which E-Service Quality and Ease of Access influence consumer purchase decisions at Informa through the utilization of the Kredivo application, with customer satisfaction acting as a moderating variable in the relationship. The primary focus of this research is the decline in consumer interest in repeat purchases, despite improvements in digital service quality and ease of access. The study uses a quantitative method with a survey approach, distributing a questionnaire to 110 respondents who are Kredivo users at Informa. Data analysis was conducted using multiple linear regression and Moderated Regression Analysis (MRA). The results indicate that both e-service quality and ease of access have a significant impact on purchase decisions, with regression coefficients of 0.224 and 0.357, respectively. Furthermore, customer satisfaction was found to moderate the relationship between both independent variables and purchase decisions, strengthening the effect of e-service quality and ease of access. Simultaneously, these two variables explain 53.2% of the variation in purchase decisions. These findings align with previous studies that emphasize the critical role of service quality and ease of access in shaping purchase decisions, particularly on digital platforms. This research contributes theoretically to the development of consumer behavior models in the digital era and provides practical implications for PayLater service providers like Kredivo to enhance marketing strategies and customer experiences to foster loyalty and repeat purchase decisions.
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