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All Journal ETIKONOMI JAM : Jurnal Aplikasi Manajemen DIJB (Diponegoro International Journal of Business) Procuratio : Jurnal Ilmiah Manajemen Community Engagement and Emergence Journal (CEEJ) Jurnal ABDINUS : Jurnal Pengabdian Nusantara Bansi (Jurnal Bisnis Manajemen Akuntansi) Journal of Applied Business and Technology International Journal of Trends in Accounting Research PROCEEDING OF INTERNATIONAL CONFERENCE ON BUSINESS MANAGEMENT AND ACCOUNTING JUDIKAT: Jurnal Pengabdian Kepada Masyarakat
Rahman, Sarli
Unknown Affiliation
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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THE ROLE OF E-SERVICE QUALITY AND ELECTRONIC WORD OF MOUTH IN SHAPING BRAND IMAGE AND REPURCHASE INTENTION AMONG LAZADA USERS IN PEKANBARU Rahman, Sarli; Aprila, Bord Nandre; Novrizal, Dedy; Martias, Fery; Prabowo, Muhammad Panji
Procuratio : Jurnal Ilmiah Manajemen Vol. 13 No. 4 (2025): Procuratio : Jurnal Ilmiah Manajemen
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35145/procuratio.v13i4.5711

Abstract

The rapid growth of online shopping platforms has intensified competition among e-commerce providers, emphasizing the importance of delivering high-quality digital services and fostering effective electronic communication to strengthen brand image and retain customers. This study investigates the influence of e-service quality and electronic word of mouth (e-WOM) on brand image and repurchase intention among Lazada users in Pekanbaru. A quantitative approach was employed, involving 300 respondents who had used the Lazada platform within the last one to three months. Primary data were collected through a structured questionnaire and analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS). The findings reveal that e-service quality has a positive and significant effect on both brand image and repurchase intention. Furthermore, e-WOM is shown to positively and significantly influence brand image; however, its effect on repurchase intention is positive but not statistically significant. The results also indicate that brand image exerts a positive yet insignificant influence on repurchase intention. Overall, the study highlights the critical role of digital service quality in shaping customer perceptions and encouraging repeat purchases in the e-commerce sector. These findings provide managerial insights for e-commerce providers to prioritize service excellence in sustaining customer loyalty. Perkembangan layanan belanja daring menuntut perusahaan e-commerce untuk memberikan kualitas layanan digital yang andal serta membangun komunikasi elektronik yang efektif guna memperkuat citra merek dan mempertahankan pelanggan. Penelitian ini bertujuan menganalisis pengaruh e-service quality dan electronic word of mouth (e-WOM) terhadap brand image serta minat beli ulang pengguna Lazada di Kota Pekanbaru. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 300 responden yang telah menggunakan platform Lazada dalam satu hingga tiga bulan terakhir. Data primer yang diperoleh dianalisis menggunakan metode Structural Equation Modeling berbasis Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa e-service quality terbukti berpengaruh positif dan signifikan terhadap brand image serta minat beli ulang. Temuan lain mengindikasikan bahwa e-WOM berpengaruh positif dan signifikan terhadap brand image, namun tidak berpengaruh signifikan terhadap minat beli ulang. Sementara itu, brand image berpengaruh positif tetapi tidak signifikan terhadap minat beli ulang pengguna. Secara keseluruhan, penelitian ini menegaskan bahwa kualitas layanan digital memiliki peran dominan dalam mendorong terbentuknya citra merek yang kuat dan meningkatkan kecenderungan pelanggan untuk melakukan pembelian ulang pada platform e-commerce. Temuan ini memberikan implikasi manajerial bagi perusahaan e-commerce dalam memprioritaskan peningkatan kualitas layanan digital sebagai strategi mempertahankan pelanggan.
Co-Authors Achmad Tavip Junaedi Amries Rusli Tanjung Andi Andi Anton Anton Aprila, Bord Nandre Cecilia, Cecilia Chandra, Jennifer Dalil, M Darmasari, Ria Dedy Novrizal Desnelita, Yenny Estu, Ahmad Zulkarnaen Fadrul, F Fadrul, Fadrul Fitriyani Fitriyani Fransisca, Luciana Gustientiedina Hamzah, Muhammad Luthfi Jahrizal Komardi, Dadi Koto, Jaswar Layla Hafni Marice Br Hutahuruk Marlim, Yulvia Nora Martias, Fery Mimelientesa Irman Miran, Ikas Momin, Mujtaba M. Mujiono Musa, Sulaiman Nicholas Renaldo Novitriansyah, Bob Nyoto Nyoto, Nyoto Octafilia, Yusnita Okalesa, Okalesa Onny Setyawan Panjaitan, Harry Prabowo, Muhammad Panji Pujiono Pujiono Purwati, Astri Ayu Putri, Ermanila Rika, Rika Rosalina Tanjung, Juniar S Suyono Santoso, Pamuji Hari Sevendy, Tandy Sudarno Sudarno Sudarno Suhardjo Suharti Surya Safari SD Suyono Suyono Syahputra, Hidayat Utari, Vina Viviana Veriska, Veriska Wahid, Nabila Wati, Yenny Wijaya, Evelyn Wilda Susanti Wira, Anita Yusrizal Yusrizal Yusrizal2, Yusrizal