Optimization of Product Quality, Service Quality, and Customer Satisfaction on Buying Decision Amongst The Users of Tokopedia E-Commerce

Abstract

The approach of this research is explanatory. Research objective is to find out the effect of product quality, service quality, and customer satisfaction on buying decision amongst college students who use Tokopedia e-commerce platform on Surabaya City in East Java Province. Data type is internal data because the data are describing the situation and condition of research object. The data derive from two sources, respectively primary and secondary data. Sampling method is judgmental sampling which results in 100 college students. Data are collected with questionnaire, interview and documentation. Data analysis technique is multiple regression analysis. Result of research showed that product quality, service quality, and customer satisfaction have significant contribution on buying decision at Tokopedia e-commerce platform. The contribution of product quality, service quality, and customer satisfaction on buying decision is high and also implemented either partially or simultaneously.