Improvement of Quality of Service

Oct 13, 2025 by wbrum.org 97 views

Effect of Service Quality and Consumer Trust on Product Purchasing Decisions Online on the Lazada Site among S1 Management Students of the Faculty of Economics and Business, University of North Sumatra

Introduction

In today's digital age, online shopping has become increasingly popular, with many consumers turning to e-commerce platforms for their purchasing needs. One of the most popular e-commerce platforms in Indonesia is Lazada, which offers a wide range of products and services to its customers. However, despite the convenience and accessibility of online shopping, many consumers still face challenges when making purchasing decisions online. This study aims to explore the effect of two important factors, namely the quality of service and consumer trust, on the decision to purchase products online on the Lazada site. The main focus of this research is the S1 MANAGEMENT Program student at the Faculty of Economics and Business, University of North Sumatra, with a total of 96 respondents.

Background of the Study

The rise of e-commerce has transformed the way consumers shop, with many opting for online platforms over traditional brick-and-mortar stores. Lazada, one of the leading e-commerce platforms in Indonesia, has seen significant growth in recent years, with millions of customers shopping on the platform every month. However, despite the growth of e-commerce, many consumers still face challenges when making purchasing decisions online. One of the key factors that affects consumer purchasing decisions is the quality of service provided by the e-commerce platform. When consumers are satisfied with the services provided, such as timely delivery, ease in the ordering process, and responsive customer service, they tend to make a repurchase. Therefore, the platform manager needs to continue to improve the quality of service in order to maintain customer loyalty.

Methodology

This research is included in the type of associative research, which seeks to analyze the relationship between one variable and another variable. The sampling method is carried out by Infinite Population technique, which ensures that all elements of the population have the same opportunity to choose from. Primary data is obtained through the distribution of questionnaires and interviews, while secondary data are collected from various relevant literature sources. To analyze data, descriptive analysis techniques are used and multiple linear regression analysis.

Results

The results showed that simultaneously, the quality of service and consumer trust had a positive and significant influence on purchasing decisions. The coefficient of determination obtained, which can be seen from the Adjusted R Square of 0.533, indicates that 53.3% of the purchasing decision variable can be explained by the quality of service and consumer trust. Meanwhile, the remaining 46.7% is influenced by other variables that are not discussed in this study.

Discussion

The quality of service on e-commerce platforms such as Lazada is a key factor that affects consumer satisfaction and decisions. When consumers are satisfied with the services provided, such as timely delivery, ease in the ordering process, and responsive customer service, they tend to make a repurchase. Therefore, the platform manager needs to continue to improve the quality of service in order to maintain customer loyalty.

On the other hand, consumer confidence also plays a very important role in purchasing decisions. In the context of online shopping, uncertainty is often a barrier for consumers to make transactions. Consumers need to feel confident that they will receive products that are as expected, and there is a guarantee of security in transactions. Therefore, Lazada must work hard to build and maintain a positive reputation in the eyes of consumers, including through a policy of returning transparent goods and good customer support.

Conclusion

With an understanding that the quality of service and consumer confidence has a significant impact on purchasing decisions, the right marketing strategy can be formulated to reach more consumers. This includes a more personal and interactive approach, which can improve consumer shopping experiences on the platform. Thus, this research not only provides insight for academics and researchers, but also for e-commerce industry players to improve their services and build consumer confidence, so that it can ultimately increase the level of sales and customer loyalty.

Recommendations

Based on the findings of this study, the following recommendations are made:

Improvement of Quality of Service: Lazada should continue to improve the quality of service provided to its customers, including timely delivery, ease in the ordering process, and responsive customer service.
Building Consumer Confidence: Lazada should work hard to build and maintain a positive reputation in the eyes of consumers, including through a policy of returning transparent goods and good customer support.
Personal and Interactive Approach: Lazada should adopt a more personal and interactive approach to improve consumer shopping experiences on the platform.
Marketing Strategy: Lazada should formulate a marketing strategy that takes into account the importance of quality of service and consumer confidence in purchasing decisions.

Limitations of the Study

This study has several limitations, including:

Sample Size: The sample size of this study is relatively small, with only 96 respondents.
Sampling Method: The sampling method used in this study is Infinite Population technique, which may not be representative of the larger population.
Data Collection: The data collected in this study is based on self-reported data from respondents, which may be subject to biases and errors.

Future Research Directions

This study provides several avenues for future research, including:

Investigating the Impact of Quality of Service on Consumer Satisfaction: Future research should investigate the impact of quality of service on consumer satisfaction and loyalty.
Examining the Role of Consumer Confidence in Purchasing Decisions: Future research should examine the role of consumer confidence in purchasing decisions and its impact on consumer behavior.
Developing a Marketing Strategy for E-commerce Platforms: Future research should develop a marketing strategy for e-commerce platforms that takes into account the importance of quality of service and consumer confidence in purchasing decisions.
Frequently Asked Questions (FAQs) about the Effect of Service Quality and Consumer Trust on Product Purchasing Decisions Online on the Lazada Site

Q: What is the main focus of this research? A: The main focus of this research is the S1 MANAGEMENT Program student at the Faculty of Economics and Business, University of North Sumatra, with a total of 96 respondents.

Q: What is the type of research conducted in this study? A: This research is included in the type of associative research, which seeks to analyze the relationship between one variable and another variable.

Q: What is the sampling method used in this study? A: The sampling method used in this study is Infinite Population technique, which ensures that all elements of the population have the same opportunity to choose from.

Q: What are the primary and secondary data collection methods used in this study? A: Primary data is obtained through the distribution of questionnaires and interviews, while secondary data are collected from various relevant literature sources.

Q: What is the coefficient of determination obtained in this study? A: The coefficient of determination obtained, which can be seen from the Adjusted R Square of 0.533, indicates that 53.3% of the purchasing decision variable can be explained by the quality of service and consumer trust.

Q: What are the implications of this study for e-commerce industry players? A: This study provides insight for e-commerce industry players to improve their services and build consumer confidence, so that it can ultimately increase the level of sales and customer loyalty.

Q: What are the limitations of this study? A: This study has several limitations, including a relatively small sample size, the use of Infinite Population technique as the sampling method, and the reliance on self-reported data from respondents.

Q: What are the future research directions suggested by this study? A: This study provides several avenues for future research, including investigating the impact of quality of service on consumer satisfaction, examining the role of consumer confidence in purchasing decisions, and developing a marketing strategy for e-commerce platforms.

Q: What are the recommendations made by this study for Lazada and other e-commerce platforms? A: Based on the findings of this study, the following recommendations are made:

Improvement of Quality of Service: Lazada should continue to improve the quality of service provided to its customers, including timely delivery, ease in the ordering process, and responsive customer service.
Building Consumer Confidence: Lazada should work hard to build and maintain a positive reputation in the eyes of consumers, including through a policy of returning transparent goods and good customer support.
Personal and Interactive Approach: Lazada should adopt a more personal and interactive approach to improve consumer shopping experiences on the platform.
Marketing Strategy: Lazada should formulate a marketing strategy that takes into account the importance of quality of service and consumer confidence in purchasing decisions.

Q: What are the implications of this study for academics and researchers? A: This study provides insight for academics and researchers to understand the importance of quality of service and consumer confidence in purchasing decisions, and to develop a better understanding of the factors that influence consumer behavior in the context of e-commerce.

Q: What are the implications of this study for policymakers and regulators? A: This study provides insight for policymakers and regulators to understand the importance of quality of service and consumer confidence in purchasing decisions, and to develop policies and regulations that support the growth of e-commerce in Indonesia.