THE INFLUENCE OF E SERVICE QUALITY, ONLINE CUSTOMER REVIEWS AND PRICE PERCEPTION ON DECISIONS TO PURCHASE FASHION PRODUCTS ON SHOOPE
Keywords:
E Service Quality, Online Customer Reviews, Price Perception, Purchasing DecisionsAbstract
This research aims to analyze the influence of E Service Quality, Online
Customer Reviews and Price Perceptions on Purchase Decisions for fashion
products at Shope. The data obtained through the questionnaire that was distributed
was 100 respondents who had bought fashion products on Shope. The method used
to test the analysis of this research is Structural Equation Modeling (SEM) using
the Partial Least Squares (PLS) mediation test tool which is used to test the
relationship between variables in the conceptual framework that has been
formulated
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