E-Service Quality, Perceived Risk and Purchase Decisions at Tokopedia: A Study on Tokopedia Application Users in Semarang

Tokopedia is one of the leading marketplaces from Indonesia that has succeeded in taking advantage of domestic business market opportunities. The problem faced is the decrease in the number of visitors in 2018-2019. Until 2021 the number of visits to Tokopedia has never reached the number of visits in 2018. EService Quality and Perceived Risk are factors that can influence purchasing decisions. This study aims to determine the effect of eservice quality and perceived risk on purchasing decisions in the Tokopedia marketplace. The sampling technique uses a nonprobability sampling technique, namely purposive sampling. The number of samples is 100 Tokopedia customers. Data analysis used multiple linear regression using SPSS computer application. This study concludes that E-Service Quality and Perceived Risk have a significant effect on purchasing decisions, either partially or simultaneously. Recommendations for Tokopedia are optimizing search engine optimization (SEO), regularly checking application systems and being responsive in responding to errors and bugs, and clearer information about promo terms and conditions, and being able to add security features automatically. Tokopedia must also improve data security internally as well as cooperate with third-party cybersecurity institutions