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Pengaruh E-Service Quality, Persepsi Harga Terhadap Keputusan Pembelian Dan Kepuasan Pelanggan Maxim Pada Generasi Z Di Kota Pekanbaru

ABSTRACT
This study aims to identify and explain the influence of E-Service Quality and Price Perception on Purchase Decision and Customer Satisfaction among Generation Z in Pekanbaru City. This research employed a quantitative approach with a total of 130 respondents, who are Maxim application users belonging to Generation Z in Pekanbaru. The sampling technique used in this study was purposive sampling. Data were analyzed using the Partial Least Square–Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS version 4.0.9.9. software. The results of the study indicate that all proposed hypotheses are proven to have a positive and significant influence, namely: (1) E-Service Quality has a positive and significant effect on Purchase Decision, (2) Price Perception has a positive and significant effect on Purchase Decision, (3) Purchase Decision has a positive and significant effect on Customer Satisfaction, (4) E-Service Quality positively and significantly affects Customer Satisfaction through Purchase Decision, and (5) Price Perception positively and significantly affects Customer Satisfaction through Purchase Decision. These findings indicate that good electronic service quality and favorable price perception can encourage purchase decisions and increase customer satisfaction among Generation Z users of the Maxim application in Pekanbaru City.
Keywords: E-Service Quality, Price Perception, Purchase Decision, Customer Satisfaction, Generation Z

Ketersediaan
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Perpustakaan Universitas Riau 2102111814
2102111814
Tersedia
Informasi Detail
Judul Seri
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No. Panggil
2102111814
Penerbit
Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN.,
Deskripsi Fisik
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Bahasa
Indonesia
ISBN/ISSN
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Klasifikasi
2102111814
Tipe Isi
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Tipe Media
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Tipe Pembawa
-
Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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