Open AccessPERAN CPV SEBAGAI MEDIASI PENGARUH KUALITAS LAYANAN ONLINE TERHADAP KEPUTUSAN PEMBELIAN ZALORA DI KOTA DENPASAR
Author(s) -
Ni Komang Putri Ratnaningtyas,
I Gusti Agung Ketut Sri Ardani
Publication year - 2020
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2020.v09.i01.p09
Subject(s) - purchasing , path analysis (statistics) , nonprobability sampling , product (mathematics) , business , advertising , service quality , mediation , purchasing decision , quality (philosophy) , service (business) , marketing , value (mathematics) , customer value , business administration , mathematics , statistics , medicine , sociology , population , social science , philosophy , environmental health , epistemology , market economy , hierarchy , economics , geometry
The purpose of this study was to determine the role of Customer Perceived Value as a mediation of the effect of Online Service Quality on Purchasing Decisions. This research was conducted in the city of Denpasar. The number of samples taken was 112 people. The technique used in this study is purposive sampling technique, namely data retrieval techniques with certain considerations and the analysis technique used is path analysis techniques. Based on the results of the analysis found it shows that the quality of online services has a positive and significant effect on purchasing decisions. customer perceived value has a positive and significant effect on the purchase decision of the product of the PALOMINO Brand Bag at Zalora in the city of Denpasar. Online service quality has a positive and significant effect on customer perceived value. the role of customer perceived value positively and significantly mediates the quality of online services towards the purchase decision of the product of the PALOMINO Brand Bag at Zalora in the city of Denpasar.
Keywords: Customer Perceived Value, Online Service Quality, Purchasing Decisions