PENGARUH BRAND IMAGE, BRAND TRUST, DAN SERVICE QUALITY DALAM PENGAMBILAN KEPUTUSAN PEMBELIAN Di E-COMMERCE

Abstract

This Research aimed to find aout and axamine the effect of brand image, brand trust, and service quality on buying desicion of ecommerce (a study of shopee users above 17 years old). The research was quantitative. Moreover, the data collection technique used purposive sampling , in wich the sample was based on criteria given. In line with, there were 98 respondents above 17 years old as the sample. Furthermore, the instrument in data collection technique used questionnaires wich distributed directly to respondents. Additionaly, the data analysis technique used descriptive statistic analysis and multiple linier regresion with SPSS ( Statistical Product and Service Solution) 22. The research result concluded that brand image had a positive and significant effect on buying decision of shopee users. Like wise, service quality had a positive and significant on buying decisions of shopee users. On the other hand, barnd trust hand a negative and significant effect on buying decisions of shopee users.
Keywords : brand image, brand trust, service quality