The purpose of this study is to analyze the effect of e-service quality on brand image, e-customer satisfaction, and purchase decision at Mitra Bukalapak. This research also observes the indirect effect of e-service quality towards purchase decision through e-customer satisfaction and brand image. The result of this study shows that e-service quality has a positive and significant effect on brand image, e-customer satisfaction, and purchase decision at Mitra Bukalapak. Furthermore, e-customer satisfaction and brand image greatly enhance influence on purchase decision. The study also reveals that e-service quality indirectly affects purchase decision through e-customer satisfaction and brand image.

e-service quality, e-customer satisfaction, brand image, purchase decision