Baso, Yoga (2023) PENGARUH CITRA MEREK, KUALITAS PELAYANAN, DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN ECOMMERCE LAZADA ( Pada Masyarakat berdomisili Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
ABSTRACT Lazada E-Commerce in 2016 to 2017 decreased from 19.9% to 17.7% and from 2018 to 2019 with figures above 30%. in 2020 from 31.6% to 28.6% and again decreased drastically in 2021 from 28.6% to 15.6%. This study aims to determine the ef ect of brand image, service quality, and trust on Lazada ecommerce purchasing decisions (in people living in Surabaya). The population of this study are people who have made transactions at E-Commerce Lazada in the city of Surabaya. The sample for this study used the convenience sampling technique, which is a collection of information from members of the population who agree to provide this information directly or indirectly, namely there are 75 samples. While the analysis used is Partial Least Square (PLS). The results of the study show that brand image has a positive and significant ef ect on purchasing decisions. service quality has a positive and significant ef ect on purchasing decisions. Trust has a positive and significant ef ect on purchasing decisions Keywords: Brand Image, Service Quality, Trust, Purchasing Decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Mr Yoga Baso | ||||||||
| Date Deposited: | 31 May 2023 03:02 | ||||||||
| Last Modified: | 31 May 2023 03:02 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/14203 |
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