Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal EXERO : Journal of Research in Business and Economics
Clara Vani Kurnia Sari
Prodi Manajemen, Fakultas Ekonomi, Universitas Sanata Dharma, Yogyakarta
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Pengaruh Brand Image, Customer Value, dan Service Quality terhadap Keputusan Pembelian (Studi pada Konsumen Pengguna Aplikasi Shopee di Masa Pandemi Covid-19) Clara Vani Kurnia Sari
EXERO : Journal of Research in Business and Economics Vol 5, No 2 (2022)
Publisher : Fakultas Ekonomi, Universitas Sanata Dharma Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (327.582 KB) | DOI: 10.24071/exero.v5i2.6155

Abstract

The Covid-19 pandemic is able to change people's behavior in shopping, one of which is switching to a digital platform with various conveniences and benefits it receives. Shopee is a large e-commerce that is currently ranked first, but the proliferation of promotions from other e-commerce has certainly become a new competition for companies. The existence of this study aims to determine: (1) how the influence of brand image, customer value, and service quality variables partially on purchasing decisions, and (2) how the influence of brand image, customer value, and service quality variables simultaneously on purchasing decisions. This research uses quantitative methods. The population of this research is Shopee consumers who have made product purchase decisions on the Shopee application during the Covid-19 pandemic. The sample taken in this study were 120 respondents with a non-probability sampling method with a purposive sampling approach. The analytical method used is descriptive analysis, classical assumption test, and multiple linear regression, hypothesis testing with the help of SPSS 25. The results in this study indicate that brand image does not partially affect purchasing decisions, customer value and service quality partially influence decisions. purchasing, as well as brand image, customer value and service quality have a simultaneous effect on purchasing decisions.
Co-Authors