e-Jurnal Apresiasi Ekonomi
Vol 12, No 1 (2024)

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

Jusika, Alda (Unknown)
Afwa, Awliya (Unknown)
Puspita, Adella (Unknown)

Article Info

Publish Date
30 Jan 2024

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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Journal Info
e-Jurnal Apresiasi Ekonomi
Website

Abbrev

apresiasiekonomi

Publisher

Sekolah Tinggi Ilmu Ekonomi Pasaman Simpang Empat

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

topics that will be published in this journal are: 1. Development theory and application of management science; 2. Study of entrepreneurship and entrepreneurship development; 3. Development and research on applying the theory of business science 4. Community economic development. But the other ...