E-Service Quality CBBE On Purchase Interest

Abstract

This research goals to test and analyze the effect of e-service quality, brand image and brand awareness on purchase interest. The object used in this research is Shopee customers. The independent variables in this study are e-service quality, brand image and brand awareness, and purchase interest as the dependent variable. The sampling technique for this study used non-probability sampling with purposive sampling method using a sample of 100 respondents, and the data analysis technique used was multiple linear regression. The results of this study indicate that: E-service quality has a positive and significant effect on purchase interest, Brand image has no effect on purchase interest, and Brand awareness has a positive and significant effect on purchase interest.