The INFLUENCE OF WEBSITE CAPABILITY, SERVICE PERFORMANCE, AND E-WOM ON STUDENTS PURCHASE DECISIONS ON MARKETPLACE IN PONTIANAK CITY
DOI:
https://doi.org/10.22437/jbsmr.v9i1.48219Keywords:
Website Capabilities, Service Performance, e-WOM, Purchase Decisions, MarketplaceAbstract
This study aims to examine the relationship between the variables of website capability, service performance, and electronic word of mouth (E-Wom) on students' purchase decisions on the marketplace in Pontianak City, this study uses a quantitative approach with three independent variables, namely website capability, service performance, and e-Wom, as well as one independent variable, namely purchase decision. The population in the study is marketplace users in Pontianak City, with a sample of 124 students determined through nonprobability sampling with accidental sampling techniques and collected through questionnaires. The results of the study show that: (1) website capabilities have a positive and significant effect on purchasing decisions, which confirms that reliable and effective website quality is able to influence students' purchasing decisions; (2) Service performance has a positive and significant effect on purchase decisions, so that service according to consumer expectations is able to increase purchases; and (3) e-WOM has a positive and significant influence on purchasing decisions, which means that a good review can influence a person to buy an item. These findings confirm the importance of website capabilities, service performance, and e-WOM as a way to improve purchasing decisions.
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Copyright (c) 2025 Vicky Khurnadi
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License.
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