The Influence of E-Service Quality, Brand Image, and Online Reviews on The Purchase Decision Of Plain T-Shirts

Abstract

This study aims to determine the influence of E-Service Quality, Brand Image, and Online Customer Review on Online Purchase Decisions at Artjuna Studio Ponorogo T-Shirt Screen Printing Company. The sampling method used in this study is a non-probability sampling approach with the Accidental Sampling That is, the technique of determining samples based on chance, that is, anyone who happens to meet the researcher can be used as a sample if it is seen that the person who happened to be met is suitable as a data source. So the researcher took a total of 96 people who will be used as respondents in this study. The data in this study was processed using the SPSS application. Which obtained partial results that e-service quality has a positive and significant effect on online purchase decisions. These results mean that the e-service quality variable has an influence on online purchase decisions at artjuna studio Ponorogo t-shirt printing companies. Brand image has a positive and significant effect on online purchase decisions. These results mean that the Brand image variable has an influence on online purchase decisions at artjuna studio Ponorogo t-shirt printing companies. Online customer reviews have a positive and significant effect on online purchase decisions. These results mean that the online customer review variable has an influence on online purchase decisions at artjuna studio Ponorogo t-shirt printing company. E-service quality, brand image, and online customer reviews together have a positive and significant effect on purchase decisions. This means that the variables of E-service quality, brand image, and online customer reviews simultaneously affect online purchase decisions at artjuna studio Ponorogo t-shirt printing companies