The Influence Of Brand Image, Online Service Quality , And Of Use On Purchase Decisions On With Trust As A Mediation Variable

Suharni Rahayu ([e-mail])
Nandan Limakrisna (Universitas Pakuan, Bogor, Indonesia)
Jan Horas V. Purba (Universitas Pakuan, Bogor, Indonesia)

International Journal Of Science, Technology & Management (IJSTM)
Vol. 4 No. 3 (2023): May 2023

This research is to determine the effect of Brand Image, Online Service Quality, and Ease of Use on purchasing decisions with Trust as a mediating variable. The population in this study are consumers who have purchased products on the Shopee e-commerce application in South Tangerang. The sample used in this study were 225 respondents. The sampling technique used was purposive sampling. By using a quantitative descriptive approach. Data analysis used statistical analysis with SEM-PLS. The results of this study indicate that Brand Image has a positive and significant effect on Trust. Online Service Quality has a positive and significant effect on Trust. Ease of Use has a significant positive effect on Trust. Brand Image has a negative and insignificant effect on Purchasing Decisions. Online Service Quality has a positive and significant effect on Purchasing Decisions. Ease of Use has a positive and significant effect on Purchasing Decisions. Trust has a positive and significant effect on purchasing decisions.