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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis J-MAS (Jurnal Manajemen dan Sains) Jurnal Administrasi dan Manajemen Jurnal Manajerial Revitalisasi : Jurnal Ilmu Manajemen Jurnal Inovasi Ekonomi EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Social Engagement: Jurnal Pengabdian Kepada Masyarakat Madani: Jurnal Pengabdian Masyarakat dan Kewirausahaan
Erilia Kesumahati
Departemen Farmasi, FMIPA - UI
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Social Sciences Other

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Journal : Revitalisasi : Jurnal Ilmu Manajemen

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Purchase Decision pada Marketplace dengan Purchase Intention sebagai Mediator Fauzi, Erika Gustian; Kesumahati, Erilia
REVITALISASI : Jurnal Ilmu Manajemen Vol 13 No 1 (2024): REVITALISASI : Jurnal Ilmu Manajemen
Publisher : Universitas Islam Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32503/revitalisasi.v13i1.4784

Abstract

Focus of this research is to see how brand image, social media marketing, easiness, price and e-service quality affect the purchase decision of goods in the marketplace mediated by purchase intention in Batam City. SmartPLS application is used to test the data of respondents. The purposive sampling method was used for non-probability sampling. The main data was collected through a questionnaire distributed with Google Form via WhatsApp and social media. The result of this research that brand image has a significant effect on purchase decision, social media marketing has a significant positive effect on purchase decision, easiness has a significant positive effect on purchase decision, price has a significant positive effect on purchase decision, and e-service quality has no significant effect on purchase decision. Brand image has a significant positive effect on purchase intention, e-service quality has a significant positive effect on purchase intention. The indirect effect of brand image, easiness and e-service quality has a significant positive effect on purchase decision through purchase intention. The object model and other variables are expected to be developed and expanded for further research.
Co-Authors Dewi Ratnasari Fauzi, Erika Gustian Fernado, Fernado Jecki, Jecki Julianto, Tri Lim, Desmond Marninda, Caroline Ohanna, Nida Syaharni, Dian Sabrina Syukriansyah, Azizul Wan Lelly H Yahdiana Harahap