Asonar, Bregas Gezza (2024) 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). Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro.

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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
aims 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. In the rapidly evolving e-commerce
landscape, a profound understanding of the factors influencing consumer behavior is
crucial for a company's success.
The Smart Partial Least Squares (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.
The research findings indicate that brand image and electronic 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.
Keywords: Brand Image, Electronic Service Quality, Consumer Satisfaction,
Purchasing Decisions, E-commerce, Shopee-Pay, Smart PLS, Semarang City

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