Published date: May 17 2024

Journal Title: KnE Social Sciences

Issue title: 1st International Conference on Islamic Economics, Business Development and Studies (1st ICIEBDS)

Pages: 169–180

DOI: 10.18502/kss.v9i16.16243

Ana SulfiyaAnasulfiyaa@gmail.comSultan Ageng University Tirtayasa, Indonesia

Syihabudin .Sultan Ageng University Tirtayasa, Indonesia

Ahyakudin .Sultan Ageng University Tirtayasa, Indonesia

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

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