EFEKTIVITAS E-BRAND IMAGE, E-TRUST DAN E-SERVICE TERHADAP KEPUTUSAN PEMBELIAN ONLINE DI SHOPEE (STUDI KASUS PENGGUNA APLIKASI SHOPEE DI PERUMAHAN GRIYA INDAH IV)

Abstract

This study aims to analyze the Effectiveness of E-Brand Image, E-Trust and E-Service on Online Purchasing Decisions on Shopee. This case study was conducted on Shopee application users in Griya Indah IV Housing. The researcher used the Quantitative Method research type using data from questionnaires that had been distributed by researchers to consumers who used the Shopee application, processing questionnaire data using the IBM SPSS 27 system and using the Multiple Linear Regression Analysis method as a data analysis tool. The results of this study indicate that partially the E-Brand Image, E-Trust and E-Service variables have a significant effect on Online Purchasing Decisions on the Shopee application in Griya Indah IV Housing. The same is true for partial, that simultaneously (Simultaneously) the E-Brand Image, E-Trust and E-Service variables have a significant effect on Online Purchasing Decisions on the Shopee application in Griya Indah IV Housing.