ANALISIS PENGARUH E-SERVICE QUALITY DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN ONLINE DI SITUS BLIBLI.COM

ABSTRACT The development of information technology and communication makes societies are easier to online shopping. In addition factors such as trust and e- service quality becomes an important factor in encouraging consumer purchasing decisions. The purpose of this research is to know the influence of trust and e- service quality on online purchasing decision at Bli-Bli.com. In this study involving 100 respondents taken by using purposive sampling technique. The data obtainedby questionnaire. Data analysis techniques used are the validity test, reliability test, f test, t test, multiple linear regression. The results showed that the variables of trust and e-service quality have a positive and significant effect on online purchasing decisions. In testing F test, it is found that trust and e-service quality variables together have an effect on online purchasing decision in Blibli.com. Keyword: trust, e-service quality, and puchasing decision