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All Journal Dinamika Governance : Jurnal Ilmu Administrasi Negara Jurnal Ilmu Manajemen dan Akuntansi Terapan Bisnis Net : Jurnal Ekonomi dan Bisnis Jurnal Ilmiah Wahana Pendidikan Konstelasi: Konvergensi Teknologi dan Sistem Informasi Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Socius: Social Sciences Research Journal Neraca Manajemen, Akuntansi, dan Ekonomi
Aribowo, Handy
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Journal : Socius: Social Sciences Research Journal

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Pengaruh Citra Merek dan Kepercayaan Merek Terhadap Keputusan Pembelian pada Marketplace Shopee di Wilayah Kota Surabaya Pudyardana, Waode Monica; Aribowo, Handy
Socius: Jurnal Penelitian Ilmu-Ilmu Sosial Vol 1, No 12 (2024): July
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.12707921

Abstract

This study aims to understand how brand image and brand trust influence purchasing decisions at the Shopee marketplace in the Surabaya city area. This study uses an associative quantitative research method, in which the authors conducted a survey by distributing questionnaires to Shopee users in Surabaya. Then, the validity and reliability of the data were assessed and analyzed using multiple linear regression methods. The number of samples in this study were 120 users, who were selected using accidental techniques. The results showed that brand image has a significant positive influence on purchasing decisions, with the t-test results showing a significance level of 0.040, which is smaller than the 0.05 significance level set. In addition, brand trust also has a significant influence on purchasing decisions, with the t test results showing a significance level of 0.000. Overall, all the variables studied have a positive and significant effect on purchasing decisions, with the F test results showing a significance level of 0.000.
Co-Authors Adila, Adila Alexander Wirapraja Atmodjo, Sulistyohani Dwitami, Annisa Suci Fitria, Risca Givanni, Claudia Laurenza Go, Yulita Virginia Hidayat, Hesti Ihsani, Ayumi Putri Negara, Hogiansyah Nata Pudyardana, Waode Monica Sabella, Matthew Rollenz Sarmento, Milenia Hanna Lopes Shahputra Ardira, Muhammad Tombo, Yumiati Diana Zen, Moh