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All Journal Dinasti International Journal of Digital Business Management
Puspo Dewi Dirgantiri
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Decision Sciences, Operations Research & Management

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Journal : Dinasti International Journal of Digital Business Management

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Influence of Brand Image and Brand Trust on Purchase Decision Kurniawan, Dani; Agus Rahayu; Puspo Dewi Dirgantiri; Vanessa Gaffar
Dinasti International Journal of Digital Business Management Vol. 4 No. 1 (2022): Dinasti International Journal of Digital Business Management (December 2022 - J
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/dijdbm.v4i1.1593

Abstract

Digital technology is continuously evolving, and NFT, as one of the blockchain breakthroughs, is receiving a lot of attention. The goal of purchasing NFT transactions on the Opensea marketplace is a fascinating topic. This article discusses the impact of brand image and brand trust on Opensea marketplace users' purchase decision, either partially or simultaneously. This article uses a quantitative research method. Non-probability sampling was used, with purposive sampling as the sample technique. Meanwhile, 133 people who have completed NFT transactions on the Opensea marketplace were polled. The findings of this study show that brand image and brand trust has a favorable and significant impact on NFT purchase decision in the Opensea marketplace.
Co-Authors Agus Rahayu Dani Kurniawan, Dani Vanessa Gaffar