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

Mardhiyah Hayati; Juhary Ali; Tulus Suryanto

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

Research Article

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

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Cite: BibTeX Plain Text

@INPROCEEDINGS{10.4108/eai.4-11-2022.2328954,
    author={Mardhiyah  Hayati and Juhary  Ali and Tulus  Suryanto},
    title={The Power of Brand Image, E-Service Quality towards Purchase Decisions on e-commerce in Indonesia},
    proceedings={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},
    publisher={EAI},
    proceedings_a={ICOSTELM},
    year={2023},
    month={9},
    keywords={brand image e-service quality purchasing decision e-commerce},
    doi={10.4108/eai.4-11-2022.2328954}
}

Mardhiyah Hayati
Juhary Ali
Tulus Suryanto
Year: 2023
The Power of Brand Image, E-Service Quality towards Purchase Decisions on e-commerce in Indonesia
ICOSTELM
EAI
DOI: 10.4108/eai.4-11-2022.2328954

Mardhiyah Hayati¹^,*, Juhary Ali², Tulus Suryanto³

1: Post Graduate Student of PhD. Business Administration Asia e University, Malaysia
2: Asia e University Malaysia, Kuala Lumpur, Indonesia
3: Faculty of Islamic Economic and Business, Universitas Islam Negeri (UIN) Raden Intan Lampung Indonesia

*Contact email: Mardhiyahhayati.lam@gmail.com

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.

Keywords: brand image e-service quality purchasing decision e-commerce

Published: 2023-09-11
Publisher: EAI

: http://dx.doi.org/10.4108/eai.4-11-2022.2328954