Brand Equity is mediated in Influencing Purchase Intentions on E Commerce

Abstract

This study discusses a model to discuss the effect of electronic service quality that influences purchase intentions, but with brands that affect both. a brand can be a major force in influencing purchase intentions. Distributing questionnaires to consumers who have purchased products online and processed using smartplselectronic service quality has a significant effect on consumer purchase intentions through brand equity, if without going through brand equity mediation, the results are not significant, it means consumers still see a good brand to buy it. E-commerce service providers must be able to improve in building a brand to be better known by consumers.ultimately this research contributes to the explanation of the relationship of how brands can mediate between service quality and purchase intention