Authors:

Ni Gusti Ayu Putri Anggraeni, Ni Made Wulandari Kusumadewi

Abstract:

“Lazada is one of the largest e-commerce applications in Indonesia. In order to survive in the business, Lazada must ensure that its users are willing to reuse the application on an ongoing basis. The purpose of this study is to explain the effect of customer satisfaction on intention to reuse Lazada e-commerce users in Badung which is mediated by brand image. The sample used is 100 respondents who have done online shopping at Lazada and are domiciled in Badung. Samples were obtained using purposive sampling. Data was collected by distributing online questionnaires. Data was analyzed using path analysis and Sobel test. The results found that customer satisfaction has apositive significant effect on intention to reuse, customer satisfaction has positive significant effect on brand image, brand image has positive significant effect on intention to reuse and brand image mediates the effect of customer satisfaction on the intention to reuse e-commerce Lazada.”

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PDF:

https://jurnal.harianregional.com/eeb/full-86486

Published

2023-03-29

How To Cite

ANGGRAENI, Ni Gusti Ayu Putri; WULANDARI KUSUMADEWI, Ni Made. PERAN CITRA MEREK MEMEDIASI PENGARUH KEPUASAN PELANGGAN TERHADAP NIAT MENGGUNAKAN KEMBALI E-COMMERCE LAZADA.E-Jurnal Ekonomi dan Bisnis Universitas Udayana, [S.l.], p. 555-564, mar. 2023. ISSN 2337-3067. Available at: https://ojs.unud.ac.id/index.php/EEB/article/view/86486. Date accessed: 08 Jul. 2024. doi:https://doi.org/10.24843/EEB.2023.v12.i03.p19.

Citation Format

ABNT, APA, BibTeX, CBE, EndNote - EndNote format (Macintosh & Windows), MLA, ProCite - RIS format (Macintosh & Windows), RefWorks, Reference Manager - RIS format (Windows only), Turabian

Issue

VOLUME.12.NO.03.TAHUN.2023

Section

Articles

Creative Commons License This work is licensed under a Creative Commons Attribution 4.0 International License