Journals of Indonesian Multidisciplinary Research
Vol. 1 No. 1 (2022): Journals of Indonesian Multidisciplinary Research

Analysis of The Effect of Testimonies, and Brand Image on Buying Decision Variables in The Marketplace Shopee Through Trust as A Moderating Variable

Fitri Aminah (Universitas Pasir Pengaraian)
Purwantoro (Universitas Pasir Pengaraian)

Article Info

Publish Date
17 Aug 2022

Abstract

This study aims to determine the effect of testimony, brand image and trust directly on purchasing decisions. The research population is the Rambah Utama community. The number of samples set as many as 100 respondents using the snowball sampling method. As the independent variable in this study is testimonial, brand image which is the moderating variable is trust, and the dependent variable is purchase decision. Data analysis techniques using structural Equating Modeling (SEM PLS) and Smart PLS. The results show that there is a direct influence between testimonials on trust, there is a direct influence between brand image on trust, there is no direct influence between testimonials on purchasing decisions, there is a direct influence between brand image on purchasing decisions, there is a direct influence between trust and purchasing decisions.

Copyrights © 2022




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Journals of Indonesian Multidisciplinary Research
Website

Abbrev

joinmr

Publisher

Karoteh Utama Publisher

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

Description

The Indonesian Journal of Multidisciplinary Research aims to represent and publish research in various disciplines submitted by practitioners from research institutions derived from the research of students, lecturers, and other practitioners. This includes studies and reviews conducted by ...