Track: Business Analysis and Marketing

Abstract

The relationship between advertising, Brand Image, E-Word Mouth and E-ServQual to Buying Decisions has always been considered an ongoing issue and has never stopped being discussed in business arena. Although, as well-known; in the previous researches shown about the related role on these variables in many products and services. Due to that purpose of this research would like to examine and analyze the effect of advertising on buying decisions of Shopee customers in Tangerang Indonesia. The hypotheses on this research: to test and analyze the effect of Brand Image on Buying Decisions on Shopee customers, to examine and analyze the effect of E-word mouth on Buying Decisions on Shopee customers, and to test and analyze the effect of E-ServQual on Buying Decisions by Shopee’s customers in the area of survey. This study used the primary data by directly distributed to the respective respondents. The sampling technique in this study was obtained from the study population using purposive sampling method. In this study, the sample was 305 Shopee customer’s respondents in Tangerang area. This study concludes that advertising has an influence at buying decisions, brand image has an influence at buying decisions, e-word mouth has an influence at buying decisions, and e-service quality has an influence at buying decisions which different coefficients value from the previous ones.