THE INFLUENCE OF BRAND AMBASSADOR, BRAND IMAGE, BRAND TRUST, AND E-SERVICE QUALITY ON PURCHASE DECISIONS (Study on Lazada E-commerce Users in Semarang)

  • Amalia Nurul Husna STIE Bank BPD Jateng
  • Yanti Pujiastuti STIE Bank BPD Jateng
DOI: https://doi.org/10.51742/akuntansi.v4i2.1027
Keywords: Brand Ambassador, Brand Image Brand Trust, E-Service Quality, Purchase Decision

Abstract

This study aims to test the effect of brand ambassadors, brand image, brand trust, and e- service quality on purchasing decisions at Lazada. The population in this study were users of the Lazada application in Semarang with a sample size of 96 respondents. The sampling method was purposive sampling through online questionnaires. The data analysis technique used is multiple linear regression analysis using the SPSS 22 program. The results of this study indicate that brand ambassadors have a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, brand trust has a positive and significant effect on purchasing decisions, and e-service quality has a positive and significant effect on purchasing decisions.

Published
2023-07-17
How to Cite
Husna, A. N., & Pujiastuti, Y. (2023). THE INFLUENCE OF BRAND AMBASSADOR, BRAND IMAGE, BRAND TRUST, AND E-SERVICE QUALITY ON PURCHASE DECISIONS (Study on Lazada E-commerce Users in Semarang). JURNAL CAFETARIA, 4(2). https://doi.org/10.51742/akuntansi.v4i2.1027
Issue
Vol. 4 No. 2 (2023): JURNAL CAFETARIA
Section
JURNAL CAFETARIA JULY 2023

Copyright (c) 2023 Amalia Nurul Husna, Yanti Pujiastuti

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