Pengaruh E-Service Quality dan Brand Image terhadap Keputusan Investasi Kembali Melalui E-Satisfaction di Aplikasi Ajaib

Authors

  • Kurrota A'yuni Aisy Politeknik Negeri Jakarta
  • Ida Syafrida Politeknik Negeri Jakarta

Abstract

This research aims to examine the influence of e-service quality and brand image on the decision to reinvest through e-satisfaction in the Ajaib application. The research sample consists of 100 respondents who are users of the Ajaib application, specifically Ajaib Sekuritas customers, and have conducted transactions more than once. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the Smart PLS version 3 software. The research findings indicate that there is a positive and significant influence of e-service quality and brand image on the decision to reinvest, both directly and through e-satisfaction. These findings significantly contribute to understanding the factors that influence users' reinvestment decisions through the investment application. Additionally, they offer valuable guidance for developing effective marketing strategies and brand management, which can ultimately enhance user satisfaction and foster greater loyalty to the application.

Additional Files

Published

2024-04-30