The Power of Brand Image, E-Service Quality towards Purchase Decisions on e-commerce in Indonesia

Hayati, Mardhiyah and Juhary, Ali and Suryanto, Tulus (2023) The Power of Brand Image, E-Service Quality towards Purchase Decisions on e-commerce in Indonesia. In: Proceedings of the International Conference on Sustainability in Technological, Environmental, Law, Management, Social and Economic Matters, ICOSTELM 2022, 4-5 November 2022, Bandar Lampung, Indonesia.

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Abstract

This study is aimed to inspect a model, which has an influence on purchasing decisions taken by consumers in the province of Lampung Indonesia on an e-commerce platform. The results of this study indicate that brand image has a significant effect on purchasing decisions (0.327) and e-service quality takes a significant influence on purchasing decisions (0.405). Therefore, the ability to create, maintain, protect and enhance e-service quality together with brand image in expanding the scope of trade is the most important task for marketing.

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