The Effect of Service Quality and Brand Image on Lazada Repurchase Decision (A Case Study of International Students in Bandung)

Abstract

Lazada is an e-commerce platform that provides online shopping (Fachmi et al., 2019) services that aim to make it easier for customers to find the desired item (Pratama et al., 2019). Service quality is one of the keys to the success of a company in achieving customer loyalty to re-order again (Science, 2021). Therefore, this study aims to determine the effect of service quality and brand image on repurchase decision of Lazada e-commerce users as international students I this case who live in Bandung. by using a purposive sampling technique aimed at 100 respondents who have shopped through the Lazada application. The data analysis technique used is descriptive and causal analysis, classical assumptions, simple linear regression, and hypothesis testing. The results show that: service quality has a significant effect on repurchase decision , brand image has a significant effect on repurchase decision, In addition, both, service quality and brand image has a significant effect on repurchase decision. Lazada must improve the customers service by doing training for their employees to meet the customers' expectations, and, Lazada must increase the advantages of the products provided on the platform, by finding trusted brand partners who have the best products quality.