PENGARUH JAMINAN LAYANAN, ULASAN PRODUK, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN E-COMMERCE SHOPEE DI KOTA LAMONGAN

Abstract

This study investigates the contribution of service warranties, consumer evaluations, and brand perception toward digital purchasing behavior on Shopee e-marketplace within Lamongan region. The research specifically examines Generation Z consumers who possess prior online shopping experience on the platform. Employing a quantitative methodology, primary data was collected from 100 participants through structured questionnaires. Statistical analysis utilized multiple linear regression techniques via SPSS version 27.

The empirical findings reveal that service warranties and brand perception demonstrate statistically significant positive correlations with consumer purchase intentions. Conversely, product evaluations exhibit minimal impact on buying decisions independently. The study concludes that while all examined variables contribute to e-commerce purchasing behavior, service assurance and brand credibility emerge as dominant predictors.

The research implications suggest that digital marketplace operators should prioritize warranty programs and brand development strategies. However, the study's scope remains geographically constrained to Lamongan area and demographically limited to Generation Z cohort, necessitating broader investigations for enhanced generalizability.