Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
P-Index
This Author published in this journals
All Journal Ekonomi Bisnis Jurnal Ilmiah Multidisiplin (JUKIM)
Lisnawati, Inge
Unknown Affiliation
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Ekonomi Bisnis

 1 
THE INFLUENCE OF BRAND AWARENESS, BRAND IMAGE AND E-SERVICE QUALITY ON PURCHASING DECISIONS IN LAZADA E-COMMERCE THROUGH PURCHASE INTENTION AS AN INTERVENING VARIABLE Lisnawati, Inge; Himawati, Ditiya; Ramadhani, Septi Mariani Tis’a
Jurnal Ilmiah Ekonomi Bisnis Vol. 30 No. 3 (2025)
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35760/eb.2025.v30i3.18

Abstract

The increasingly rapid advances in technology and the internet have influenced various human activities and activities, including electronic commerce or e-commerce transactions. This research aims to determine and analyze the direct and indirect influence of brand awareness, brand image, and e-service quality on decisions through purchasing intention in Lazada e-commerce. This research uses primary data obtained from an online questionnaire in the form of a Google form, which was distributed to 150 respondents. Respondents are Lazada e-commerce users who are over 17 years old and live in the Jabodetabek area. This research uses PLS-SEM analysis, which consists of a measurement model (outer model), a structural model (inner model), and a model goodness-of-fit test (model fit). The results of this research show that brand awareness, brand image, and e-service quality have a direct and indirect influence on purchasing decisions through purchase intention in Lazada e-commerce.
Co-Authors Himawati, Ditiya Julaeha, Lia Ramadhani, Septi Mariani Tis’a