Abstract
This study aims to determine the effect of service quality and brand image on purchasing decisions and customer satisfaction in Shopee. This study also examines the indirect effect of service quality and brand image on customer satisfaction with purchasing decisions as a mediating or intervening variable. The study was conducted at RT 002 Villa Galaxy. The sample in this study was Shopee customers with a purposive sampling method. The number of respondents who participated in this study were 100 respondents. Data collection was carried out through a questionnaire with a Likert scale of 1-5. The method and analysis tool is Partial Least Square (PLS) with Smart PLS Software 3. The results of the study show that service quality has a significant positive effect on purchasing decisions, brand image has a significant positive effect on purchasing decisions, service quality has a significant positive effect on customer satisfaction, brand image significant positive effect on customer satisfaction, purchasing decisions significantly positive effect on customer satisfaction, and purchasing decisions mediate the effect of service quality and brand image on customer satisfaction. Shopee can improve service quality and brand image so that purchasing decisions and customer satisfaction can be improved, through improved features and application services.
Highlights
Available Online: https://dinastipub.org/DIJMSNowadays, the shopping style of Indonesian people began to shift
Head of the Central Statistics Agency (BPS) Suhariyanto acknowledged that the phenomenon of online shopping is happening in Indonesia, and one of the factors is the rapid growth of ecommerce
For consumers in Indonesia, according to a survey conducted in December 2017 by The Asian Parent, revealed that "for Indonesian mothers, Shopee is the first choice shopping platform (73%), followed by Tokopedia (54%), Lazada (51%) and Instagram (50%)
Summary
Available Online: https://dinastipub.org/DIJMSNowadays, the shopping style of Indonesian people began to shift. Head of the Central Statistics Agency (BPS) Suhariyanto acknowledged that the phenomenon of online shopping is happening in Indonesia, and one of the factors is the rapid growth of ecommerce. There are hundreds of online shopping sites with various product groups ranging from electronics, clothing, health, to travel. Shopee is an shopping online mobile application and website, headquartered in Singapore under the SEA Group which was founded in 2009 by Forrest Li. Because Shopee’s mobile application and web are built according to the concept of global electronic commerce, Shopee is becoming one of the "5 most disruptive ecommerce startups" published by Tech In Asia. For consumers in Indonesia, according to a survey conducted in December 2017 by The Asian Parent, revealed that "for Indonesian mothers, Shopee is the first choice shopping platform (73%), followed by Tokopedia (54%), Lazada (51%) and Instagram (50%)
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