PENGARUH BRAND IMAGE, E- SERVICE QUALITY, DAN E-WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (Studi di Lazada pada Generasi Milenial Kota Malang)

This research aims to examine the influence of brand image, e-service quality, and e-word of mouth on purchasing decisions at Lazada among the millennial generation in the city of Malang. The research method used was quantitative with the sampling technique used in this research being non-probability sampling, purposive sampling and the sample size was 136 people. Data collection was carried out through questionnaires, while data analysis techniques were carried out with the help of the SPSS program. The results of this research show that brand image, e-service quality, and e-word of mouth have a positive and significant effect, both partially and simultaneously, on purchasing decisions at Lazada among the millennial generation in Malang. This shows that with the implementation of good brand image, e-service quality and e-word of mouth, good purchasing decisions will also be created. Based on the dominance test, the e-word of mouth variable (X3) has the most dominant influence on purchasing decisions than brand (X1) and e-service quality (X2).