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All Journal DEAL: International Journal of Economics and Business
Asep Irpan Alfauzi
Universitas Pelita Bangsa

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The Influence of Brand Image, Product Quality, and Price on the Purchase Decision of Ventela Shoe Products on E-Commerce Platforms Trio Rahayu; Asep Irpan Alfauzi; Gilang Ramadhan
DEAL: International Journal of Economics and Business Vol. 2 No. 01 (2024): April 2024
Publisher : DPPM Universitas Pelita Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37366/deal.v2i01.4496

Abstract

This study aims to analyze the influence of brand image, product quality, and price on purchasing decisionsfor Ventela shoe products on E-Commerce platforms, employing a quantitative research design. Theresearch focuses on consumers who utilize E-Commerce platforms, examining the variables of brand image,product quality, price, and purchasing decisions, with data collected from 83 respondents through astructured questionnaire measured on a Likert scale. The findings indicate that brand image and productquality have a negative and insignificant effect on purchasing decisions, while price demonstrates a positiveand significant influence. These results highlight the critical role of competitive pricing strategies in drivingconsumer purchasing decisions, while suggesting a need to reassess the impact of brand image and productquality within the E-Commerce context for Ventela shoe products.
Co-Authors Gilang Ramadhan Trio Rahayu