Analysis Of Brand Equity And E-Servqual On Purchase Decisions At Shopee
DOI:
https://doi.org/10.32528/issh.v2i3.424Keywords:
Brand equity, Eserqual, Purchase Decision, ShopeeAbstract
The purpose of this study is to assess and analyze the effect of brand equity and esservqual on purchasing decisions at Shopee. The method used in this research is quantitative with a descriptive approach. The population in this study were students of the Management Study Program, Faculty of Economics, class of 2019 who had transacted at Shopee. A total of 104 respondents were included in the sample. Several linear regressions have been applied to the analysis tool. The results of this study indicate that brand equity and esservqual play an important role in shopping decisions at Shopee. The contribution of this research is to make a reference for future researchers when conducting research related to brand equity and eserqual.
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