Abstract
The purpose of the study was to analyze the impact of the influence of e-commerce and brand image on customer satisfaction through purchase decisions. The population in this study are customer, namely film viewers at Cinema XXI North Jakarta and South Bekasi who use TIX ID more than twice. The sampling technique used purposive sampling by distributing google form on 275 viewers who bought tickets using TIX-ID. Data have been tested on the validity and reliability. The method data analysis is by using descriptive and quantitative. The quantitative analysis is conducted by using Structural Equation Modeling (SEM). The result of this study indicates that e-commerce influences purchase decisions by t-value of 2.15, brand image influences purchase decisions by t-value of 5.63, e-commerce influences customer satisfaction by the t-value of 1.97, brand image influences customer satisfaction by the t-value of 2.56, purchase decisions influence customer satisfaction by the t-value of 3.07. Additionally, there is no significant indirect effect between e-commerce on customer satisfaction through purchase decisions by the t-value of 1.72, there is an indirect effect between brand image on customer satisfaction through purchase decisions by the t-value of 2.72.
Highlights
Average Variance ExtractedTabel 2 menunjukkan bahwa model lebih rendah dari discriminant Validity. Confirmapengukuran dinyatakan baik, hal ini dibuktikan tory Factor Analyses digunakan untuk menguji kedengan nilai CR ≥ 0,70, nilai VE ≥ 0,50, nilai AVE cocokan model dan hasilnya menunjukkan bahwa (Average Error Variant) 0,87 ≥ 0,50, dan nilai VE model sudah fit seperti terlihat pada tabel 3 :
The purpose of the study was to analyze the impact of the influence of e-commerce and brand image on customer satisfaction through purchase decisions
The result of this study indicates that e-commerce influences purchase decisions by t-value of 2.15, brand image influences purchase decisions by t-value of 5.63, ecommerce influences customer satisfaction by the t-value of 1.97, brand image influences customer satisfaction by the t-value of 2.56, purchase decisions influence customer satisfaction by the t-value of 3.07
Summary
Tabel 2 menunjukkan bahwa model lebih rendah dari discriminant Validity. Confirmapengukuran dinyatakan baik, hal ini dibuktikan tory Factor Analyses digunakan untuk menguji kedengan nilai CR ≥ 0,70, nilai VE ≥ 0,50, nilai AVE cocokan model dan hasilnya menunjukkan bahwa (Average Error Variant) 0,87 ≥ 0,50, dan nilai VE model sudah fit seperti terlihat pada tabel 3 :. UKURAN Goodness of Fit RMSEA ECVI NFI NNFI CFI IFI RFI RMR Standardized RMR GFI AGFI Sumber: Data Lisrel, 2021. Didapatkan semua nilai uji kecocokan CFA Measurement Model yang good fit, ditunjukkan dengan hasil RMSEA sebesar 0,063, NFI = 0,99, NNFI = 0,99, CFI = 0,99, IFI = 0,99, RFI =. Hanya GFI dan AGFI yang menunjukkan hasil Poor Fit. Gambar 1: Structural Equation Modeling (SEM) berdasarkan Standarized Solution Sumber: Output LISREL 8.70. Hasil Standarized loading factor di atas Confirmatory Factor Analyses memenuhi kriteria sudah valid dengan nilai standarized loading goodness of fit untuk full model SEM hanya nilai factor bernilai ≥ 0,50. Demikian juga dengan hasil GFI dan AGFI yang menunjukkan Poor Fit
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