Analysis of the Impact of Product Quality, Service Quality, and Consumer Trust on Purchasing Decisions in the Shopee Marketplace

This study aims to analyze the extent of the influence of product quality, service quality, and the level of consumer confidence on purchasing decisions on the Shopee marketplace platform. The approach used in this study is descriptive quantitative, with the data collection method through distributing questionnaires to 96 participants who are active Shopee users. The data collected was then analyzed using multiple linear regression techniques. The results revealed that neither product nor service quality showed a significant influence on consumer purchasing decisions. In contrast, the consumer trust factor has a positive and significant impact on consumer decisions in making purchases through the Shopee platform