Kontribusi Brand Image, Online Customer Review Terhadap Purchase Decision Pada Marketplace Shopee

Penulis

  • Galih Raspatih STIE Pasim
  • Umban Adi Jaya Institut Manajemen Wiyata Indonesia
  • Yuyun Yuniati Yuningsih STIE Pasim

Kata Kunci:

Brand Image, Online Customer Review, Purchase Decision

Abstrak

The purpose of this research is to analyze the contribution of brand image variables,
online customer reviews to buying decisions in the Shopee market. The population of this
study were buyers at the shopee market with a sample of 100 respondents and was
determined using a non-rational sampling technique. Primary data was obtained with the
help of a questionnaire, while secondary data was used in the literature. Based on the
results of the SPSS version 26.0 test which is said to be a search tool test, all indicators are
valid and all variables are reliable. Based on the F-test, all independent variables
simultaneously influence purchasing decisions. Based on the regression coefficient and the
test results show that brand image has a positive and significant effect on Purchase
Decision

Unduhan

Diterbitkan

2023-01-04

Cara Mengutip

Raspatih, G., Adi Jaya, U., & Yuniati Yuningsih, Y. (2023). Kontribusi Brand Image, Online Customer Review Terhadap Purchase Decision Pada Marketplace Shopee. Jurnal Adijaya Multidisplin, 1(01), 1–12. Diambil dari https://e-journal.naureendigition.com/index.php/jam/article/view/26

Terbitan

Vol 1 No 01 (2023): Jurnal Adijaya Multidisiplin (JAM)

Bagian

Artikel