THE INFLUENCE OF BRAND IMAGE AND E-SERVICE QUALITY ON PURCHASE DECISIONS GENERATION Z AT E-COMMERCE SHOPEE IN PEKANBARU

Alda Jusika, Awliya Afwa, Adella Puspita

Abstract


 

This research aims to analyze the Influence of Brand Image and E-Service Quality on Purchase Decisions of Generation Z at E-Commerce Shopee in Pekanbaru (Case Generation Z Pekanbaru). The object of this research is Generation Z in Pekanbaru City, with a sample of 100 respondents who are Shopee e-commerce users in Pekanbaru City. The data analysis technique uses Structural equation modeling using the Smart PLS version 3 application. The findings from this research show that Brand Image does not have a significant effect on purchase decisions at Shopee E-commerce in Pekanbaru city. Meanwhile, E-Service Quality has a positive and significant effect on Purchase Decisions. Based on the determination test, it is concluded that Brand Image and E-Service Quality influence Purchase Decisions on Shopee E-commerce simultaneously.

 

Keywords:Brand Image, E-Service Quality, Purchase Decisions, E-commerce Shopee


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DOI: https://doi.org/10.31846/jae.v12i1.722

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