Redirect to google play fails

I’m having issue with redirecting users to the google play page with parameter of install referrer This is the JS code I’m using

window.location.href = 'https://play.app.goo.gl/?link=https://play.google.com/store/apps/details?id=com.justfor.example%26referrer=regKey=' + getUrlParameter('regkeycode');

For some reason the result is redirect to https://play.google.com/store/apps/details?id=com.example.example%26referrer=regKey%3D It changes the last = to %3D and then my app can’t get the parameter correctly