The Influence of E-Service Quality, Price, and Brand Image on Purchase Intention Islamic Perspective (Case Study on Shopee Customers in Cilegon City)

Abstract

This study aims to investigate how consumers’ purchase decisions are influenced by the quality, cost, and brand perception of e-services. The sampling strategy utilized in this study is simple random sampling because it is not possible to sample every consumer in the city of Cilegon. The study’s sample consisted of 140 participants. The measurement method used is the Likert scale, and the data collection was done using a questionnaire. Among the analytical methods used are validity and reliability checks, normality checks, multicollinearity checks, heteroscedasticity checks, multiple linear regression analysis, hypothesis testing (t-test and f-test), and R2 tests for the coefficient of determination, using IBM SPSS Statistics 23 as a statistical tool. The results showed a strong correlation between brand perception, pricing, purchase intent, and e-service excellence. Keywords: E-Service quality, price, brand image and purchase intention