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All Journal HUMANIS E-Jurnal Ekonomi dan Bisnis Universitas Udayana Tourism Reserch Journal jurnal ilmiah hospitality JURNAL ILMIAH HOSPITALITY MANAGEMENT Jurnal Kepariwisataan dan Hospitalitas Jurnal Manajemen Perhotelan dan Pariwisata Jurnal Ilmiah Hospitality Management Jurnal Ilmiah Pariwisata dan Bisnis Majority Science Journal
Retno Juwita Sari
Institut Pariwisata Dan Bisnis Internasional
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Transportation Other

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Journal : E-Jurnal Ekonomi dan Bisnis Universitas Udayana

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PENGARUH BRAND IMAGE DAN BRAND AWARENESS LAZADA TERHADAP KEPUTUSAN PEMBELIAN ONLINE Ni Luh Gde Sari Dewi Astuti; I Gde Dirga Surya Arya Widhyadanta; Retno Juwita Sari
E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.10.NO.10.TAHUN.2021
Publisher : Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (278.757 KB) | DOI: 10.24843/EEB.2021.v10.i10.p07

Abstract

During the pandemic, the government regulates restrictions on activities in public places or facilities. Including buying daily necessities. As a result of this restriction, people make purchases online to buy all household needs as an anticipation and inventory measure. This study aims to determine the effect of brand image and brand awareness on purchasing decisions on consumers who shop online using the Lazada marketplace. The method of collecting data through a google form questionnaire was distributed to 100 respondents to consumers who shop at Lazada. This study found that brand image has a positive and significant effect on purchasing decisions. Brand awareness has a positive and significant effect on purchasing decisions. Brand image and brand awareness have a simultaneous and positive effect on purchasing decisions.
Co-Authors Gusti Ayu Mira Santika Dewi GUSTI AYU PRAMINATIH I Nengah Dasi Astawa I Wayan Restu Suarmana Kadek Wira Adi Saputra Made Ray Darma Yoga Ni Luh Gde Sari Dewi Astuti Pande Putu Juniarta Semara, I Made Trisna Widhyadanta, I Gede Dirga Surya Arya