The Effect of Service Quality, Customer Trust, Brand Image and Electronic Word of Mouth On Online Purchasing Decisions on Shopee Customers in Surabaya

In the last few decades, the internet has developed into a broad global market place for trade in goods and services. Doing business online has become easier and faster due to the development of the internet. Online shopping is currently popular, especially because people feel comfortable and easy to shop anytime and anywhere. New technology also changes the way we communicate. In the world of marketing, especially through internet media or commonly referred to as e-commerce, do not neglect the role of online stores as a medium of communication, where marketing through e-commerce is currently very profitable. This study aims to examine the effect of Service Quality, Customer Trust, Brand Image, and Electronic Word of Mount (EWOM) on Online Purchasing Decisions of Shopee customers in Surabaya. The sample of this research is customers who reside in Shopee in Surabaya, the characteristics of respondents are people who live in Surabaya and are Shopee customers, where respondents are chosen by purposive sampling. Analysis of the study used Structural Equation Modeling in the Partial Least Square (PLS)