The Purchase Decision Analysis of Lazada Online Store Users Reviewing from Brand Image, Service Quality and Brand Trust as Intervening Variables: An Empirical Study of Consumer Users in Depok City and South Jakarta

Abstract

This study aims to determine the magnitude of the influence of brand image, service quality, with brand trust as an intervening variable on consumer purchasing decisions of the Lazada Online Store. Sampling using the Purposive Sampling Method. The sample of this study consisted of 170 consumer respondents who were users of the Lazada Online Store in the Depok and South Jakarta areas. This research data was obtained from the results of the questionnaire distribution which was then analyzed using Structural Eqution Modeling (SEM) with Path analysis approach using Smart PLS (Partial Least Square) software version 2.0. The variables in this study are Brand Image (X1), Service Quality (X2), Purchase Decision (Y) and Brand Trust as intervening variables. The results of the study prove that the Brand Image does not directly affect the Brand Trust of the Lazada Online Store. Service Quality has a positive and significant direct effect on the Lazada Online Store Brand Trust. Brand Trust has a direct effect on Lazada Online Store Purchase Decisions. Brand Image has a direct effect on Lazada Online Store Purchase Decisions. Service Quality has a positive and significant direct effect on Lazada Online Store Purchase Decisions.