Pengaruh Periklanan dan Kualitas Pelayanan terhadap Keputusan Pembelian Secara Online Pada Situs Belanja Online (Studi Kasus pada Pengguna Situs E-commerce Elevenia Di Kota Semarang)

Abstract

In Indonesia there are many online marketplace that is a place where sellers can create an account and peddling wares. Elevenia is an online marketplace that offers a wide range of 8 kinds of products by category fashion, beauty and healty, babies and kids, home and garden, gadget and computer, electronic, hobby and the service and food. The products come from a variety of sellers with a wide price range so that buyers have many choices.The purpose of this research is about advertising and the quality of the service of purchasing decisions. Type of this research is quantitative data collection techniques, with a questionnaire with sampling method using purpose. In this study amounts to 100 respondent which are the users of the site Elevenia in Semarang city. By using the test validity, reliability test, coefficient of correlation, simple regression analysis, the determination coefficient, significance test (test t), F-test.The results showed that a positive and influential advertising significantly to purchasing decisions. Quality of service and a positive and significant effect against the purchasing decision. The influence of advertising and the quality of service to the most influential buying decision is positive and significant.The conclusions of the study of advertising and the quality of service a positive effect against purchasing decisions.Next on the site Elevenia to further improve on the quality of service and increases in marketing its products in order to be known by the public.