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All Journal Kinerja Jurnal Ruas (Review of Urbanism and Architectural Studies) Jurnal Dinamika Pengabdian (JDP) Jurnal ASET (Akuntansi Riset) JASa (Jurnal Akuntansi, Audit dan Sistem Informasi Akuntansi) Community Development Journal: Jurnal Pengabdian Masyarakat ABDI MOESTOPO: Jurnal Pengabdian pada Masyarakat Journal of Multidisciplinary Inquiry in Science, Technology and Educational Research Jurnal Manajemen Bisnis Jurnal Akuntansi
Maria Natalia, Maria
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Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Public Health Social Sciences Other

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Brand Image as a Mediator of Service Quality, Price, and Purchase Intention: Evidence from Tokopedia Natalia, Maria; Onaning, Kamaruzzaman
ESENSI: Jurnal Manajemen Bisnis Vol. 28 Issue 3 (2025)
Publisher : Institut Bisnis Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56943/esensi.v28i3.451

Abstract

This study investigates the influence of service quality and price on brand image, and the subsequent impact on consumers’ purchase intention within the Tokopedia e-commerce platform in the DKI Jakarta region. A quantitative approach with a causal research design was employed, with data collected through a structured Likert-scale questionnaire administered to 187 respondents selected via incidental sampling. Data were analysed using Structural Equation Modelling (SEM) with LISREL 8.8 software. The findings confirm that all five hypotheses are supported at the 5% significance level. Service quality emerged as the strongest predictor of brand image (β = 0.66; t = 10.29), while brand image proved to be the strongest predictor of purchase intention (β = 0.47; t = 5.39). Mediation analysis reveals that brand image functions as a partial mediator: the indirect effect of service quality on purchase intention through brand image (0.310) substantially exceeds its direct effect (0.190), while the indirect effect of price (0.122) complements its direct effect (0.250). The coefficients of determination of 74% and 70% for the respective structural equations indicate strong model fit. These findings imply that a synergistic marketing strategy integrating service quality enhancement, competitive pricing, and brand image strengthening constitutes the most effective approach to stimulating purchase intention on digital marketplace platforms in Indonesia.
Co-Authors Alamsyah, Andea Aurora Angela Claudia B Kusuma, Claudia B da Silva, Yustina Olivia Eddy, Endah Purnama Sari Elfrida Ratnawati Elyzabet Indrawati Marpaung Fabianus, Carol Cornelius Fernando Horong, Gabriel Gergustin, Pollonia Al Godi, Thadeus Wilfridus Brian Gultom, Putriyani Gunawan Tanuwidjaja Hasianna, Winda Riama IGN Sulendra, IGN Joni Joni Joni, . Karles, Albertus Kumanireng, Kristina N. Kumanireng, Lusia K. K. Lali Laru, Oktavianus Dje Lauw Tjun Tjun Leonardo, Afandi Lisa, Imelda Meiliu, Helen Monalisa, Yani Naga, Johan D. B. P Noni, Maria Onaning, Kamaruzzaman Pranata, Ilham Prayogo, Enny SETIN, SETIN Sie, Inri Imelix Sinta Setiana Tan Kwang En Witanto, Revaldo Farrel Woda, Yanter Wilve Baly Yuliana Gunawan Yunita Christy