Pengaruh e-Promotion, Pelayanan, Kemudahan, e-WOM Terhadap Keputusan Pembelian, melalui Perilaku Konsumen pada Marketplace Lazada

Diterima 06 Februari, 2023 Direvisi 22 Februari, 2023 Diterbitkan 30 April , 2023 Lazada is an e-commerce with fewer visitors compared to other ecommerce. Several relevant research results show that there are still inconsistencies in research results, one of them is the influence of service quality on purchasing decisions, which in some previous studies has shown different levels of significant effects. This study aims to determine the effect of e-Promotion, service quality, ease of shopping, and e-WOM on purchasing decisions through consumer behavior. The research method uses associative quantitative methods, with causal techniques. The sampling technique was purposive sampling, and data analysis was carried out both descriptively and inferentially. Analysis approach with SEM-PLS, using Smart PLS 3.0. The results of the study prove that the exogenous variables e-Promotion, convenience, and consumer behavior have a direct significant effect on purchasing decisions, while service quality, and e-WOM do not have a direct effect on purchasing decisions. As for e-Promotion, service quality, convenience, and e-WOM have a direct significant effect on consumer behavior. The e-Promotion variables, service quality, convenience, and e-WOM, have a significant indirect effect on purchasing decisions, through consumer behavior as a mediating variable. Based on the research, Lazada should continuously improve its e-promotion, enhance its e-commerce application, and provide a communication space for customers to provide feedback on their shopping experience at the Lazada marketplace. Keyword: