The Effect of Website Quality 4.0 and Brand Image Toward Purchase Decision and Customer Loyality at E-Commerce Shopee in Pekanbaru

Authors

  • Jushermi Faculty of Economics and Business, University of Riau
  • Muhammad Nayoga Faculty of Economics and Business, University of Riau
  • Tengku Firli Musfar Faculty of Economics and Business, University of Riau
  • Prima Andreas Siregar Universitas Riau https://orcid.org/0000-0002-7403-5623

DOI:

https://doi.org/10.58812/wsbm.v1i05.413

Keywords:

Website Quality 4.0, Brand image, Purchase decision, Customer loyalty

Abstract

The study aims to analyze the effect website quality 4.0 and brand image toward purchase decision and consumer loyalty at E-Commerce Shopee. This research is a quantitative research and primary data was collected by questionnaire as an instrument to prove the results of the research. The population in this study is the people of Pekanbaru city who have used E-Commerce Shopee for the last 3 months. The sampling technique used is non-probability sampling with purposive sampling with sample criteria that can be correspondents are people who have transacted using E-Commerce Shopee for the last 3 months, aged 17 years and over and domiciled in Pekanbaru city. The subjects of this study were 120 respondents. For data analyze using path analysis with WARPPLS 7.O. The result shown that website quality 4.0 and brand image have positive and significant effect to purchase decision and customer loyalty in using the E-Commerce Shopee, website quality 4.0 has positive and significantly effect to customer loyalty through purchase decision, brand image has positive and significantly effect to customer loyalty through purchase decision and purchase decision has positive and significantly effect to customer loyalty in using the E-Commerce Shopee in Pekanbaru.

Author Biographies

Jushermi, Faculty of Economics and Business, University of Riau

Lecturer of Managemenr Department

Faculty of Economics and Business, University of Riau

Muhammad Nayoga, Faculty of Economics and Business, University of Riau

Student of Management Department

Faculty of Economics and Business, University of Riau

Tengku Firli Musfar, Faculty of Economics and Business, University of Riau

Lecturer of Management Department

Faculty of Economics and Business, University of Riau

Prima Andreas Siregar, Universitas Riau

Dosen Program Studi S1 Manajemen

Faculty of Economics and Business, University of Riau

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Published

2023-12-31

How to Cite

Jushermi, J., Nayoga, M., Musfar, T. F., & Siregar, P. A. (2023). The Effect of Website Quality 4.0 and Brand Image Toward Purchase Decision and Customer Loyality at E-Commerce Shopee in Pekanbaru. West Science Business and Management, 1(05), 478–494. https://doi.org/10.58812/wsbm.v1i05.413

Issue

Vol. 1 No. 05 (2023): West Science Business and Management

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Articles

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Copyright (c) 2023 Jushermi, Muhammad Nayoga, Tengku Firli Musfar, Prima Andreas Siregar

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