THE IMPACT OF BRAND IMAGE AND E-SERVICE QUALITY ON PURCHASING DECISIONS THROUGH CONSUMER SATISFACTION AS AN INTERVENING VARIABLE (A Study for Shopee- Pay Users at Semarang City)

Abstract

 In today's era, growth and development heavily rely on technology and innovation, shaping the digitalization era where cash transactions are becoming less common. Many people are adapting to the process of innovation and digitalization by replacing cash with E-Wallets, which are practical and efficient. This research is to analyze the influence of brand image and electronic service quality on purchasing decisions through consumer satisfaction as an intervening variable in the context of Shopee-Pay users in Semarang City. The rapidly evolving e-commerce landscape, a profound understanding of the factors influencing consumer behavior is crucial for a company's success. The Smart- PLS analysis method is employed in this study to examine the relationships between the variables. Data is collected through surveys conducted among Shopee-Pay users in Semarang City and then analyzed using PLS with a sample of 96 needed. Research findings indicate that brand image and E- service quality significantly impact consumer satisfaction, which in turn affects purchasing decisions. These findings provide a deeper understanding of consumer behavior dynamics within e-commerce platforms such as Shopee-Pay. This research offers valuable contributions to practitioners and researchers in designing more effective marketing strategies and enhancing consumer experiences in online shopping.