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All Journal Hasanuddin Journal of Applied Business and Entrepreneurship
Abdul Rahman Azis
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Economics, Econometrics & Finance Social Sciences

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THE EFFECT OF TRUST AND PRICE ON PURCHASE DECISIONS THROUGH BRAND IMAGE AS INTERVENING VARIABLES (CASE STUDY OF SHOPEE USERS IN MAKASSAR CITY) Abdul Rahman Azis; Muhammad Asdar; Abdul Razak Munir
Hasanuddin Journal of Applied Business and Entrepreneurship Vol 4 No 1 (2021)
Publisher : Master of Management, Faculty of Economics and Business, Hasanuddin University.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26487/hjabe.v4i1.421

Abstract

This study aims to explain the effect of trust and price on purchasing decisions through brand image as an intervening variable (a chase study of Shopee users in Makassar). The research sample of 100 Shopee users. The analytical method used is path analysis with the help of SPSS ver 25 application. The results showed that the trust and price variables had a positive effect on purchasing decisions through brand image.
Co-Authors Abdul Razak Munir Muhammad Asdar