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

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...

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Main Authors: Hayati, Mardhiyah, Juhary, Ali, Suryanto, Tulus
Format: Conference or Workshop Item
Language:English
Published: 2023
Online Access:http://ur.aeu.edu.my/1196/1/The%20Power%20of%20Brand%20Image%2C%20E-Service%20Quality%20towards%20Purchase%20Decisions%20on%20e-commerce%20in%20Indonesia.pdf
http://ur.aeu.edu.my/1196/
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spelling my-aeu-eprints.11962024-06-05T08:25:44Z http://ur.aeu.edu.my/1196/ The Power of Brand Image, E-Service Quality towards Purchase Decisions on e-commerce in Indonesia Hayati, Mardhiyah Juhary, Ali Suryanto, Tulus 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. 2023 Conference or Workshop Item PeerReviewed text en http://ur.aeu.edu.my/1196/1/The%20Power%20of%20Brand%20Image%2C%20E-Service%20Quality%20towards%20Purchase%20Decisions%20on%20e-commerce%20in%20Indonesia.pdf 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.
institution Asia e University
building AEU Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Asia e University
content_source AEU University Repository
url_provider http://ur.aeu.edu.my/
language English
description 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.
format Conference or Workshop Item
author Hayati, Mardhiyah
Juhary, Ali
Suryanto, Tulus
spellingShingle Hayati, Mardhiyah
Juhary, Ali
Suryanto, Tulus
The Power of Brand Image, E-Service Quality towards Purchase Decisions on e-commerce in Indonesia
author_facet Hayati, Mardhiyah
Juhary, Ali
Suryanto, Tulus
author_sort Hayati, Mardhiyah
title The Power of Brand Image, E-Service Quality towards Purchase Decisions on e-commerce in Indonesia
title_short The Power of Brand Image, E-Service Quality towards Purchase Decisions on e-commerce in Indonesia
title_full The Power of Brand Image, E-Service Quality towards Purchase Decisions on e-commerce in Indonesia
title_fullStr The Power of Brand Image, E-Service Quality towards Purchase Decisions on e-commerce in Indonesia
title_full_unstemmed The Power of Brand Image, E-Service Quality towards Purchase Decisions on e-commerce in Indonesia
title_sort power of brand image, e-service quality towards purchase decisions on e-commerce in indonesia
publishDate 2023
url http://ur.aeu.edu.my/1196/1/The%20Power%20of%20Brand%20Image%2C%20E-Service%20Quality%20towards%20Purchase%20Decisions%20on%20e-commerce%20in%20Indonesia.pdf
http://ur.aeu.edu.my/1196/
_version_ 1802982034707054592
score 13.211869

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