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

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

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

Article Info

Publish Date
04 Jan 2023

Abstract

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

Copyrights © 2023




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Full PDF
353.462 KB
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Jurnal Adijaya Multidisiplin
Website

Abbrev

jam

Publisher

PT. Naureen Digital Education

Subject

Religion Humanities Computer Science & IT Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

Description

Adijaya Multidisiplin Jurnal adalah jurnal yang menerbitkan artikel penelitian yang mencangkup multidisiplin, yang meliputi : Imu Manajemen, Humaniora dan ilmu sosial, ilmu politik kontemporer, ilmu pendidikan, ilmu agama dan filsafat, ilmu teknik, bisnis dan ekonomi, Koperasi, teknologi, ilmu ...