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All Journal Majalah Bisnis & IPTEK
Sintiya Sintiya
Sekolah Tinggi Ilmu Ekonomi Pasundan, Bandung
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Library & Information Science Social Sciences

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The Influence of Brand Image and Price on Purchase Decision: Study on One E-Commerce Sintiya Sintiya; Boy Suzanto
Majalah Bisnis & IPTEK Vol. 16 No. 2 (2023): Majalah Bisnis & IPTEK
Publisher : Pusat Penelitian dan Pengabdian Pada Masyarakat (P3M) STIE Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55208/g3qpqb39

Abstract

The motivation for this study stems from the intense competition observed among e-commerce platforms during the consumer's purchasing process. One potential approach to tackle this issue is through the proficient execution of a brand image strategy with the aim of augmenting sales. Brand image activities typically center around establishing pricing strategies and facilitating purchasing decisions, which collectively form an integral component of the marketing mix. The employed research methodology is a quantitative approach incorporating descriptive and verificative methods. The study's sample comprises 100 participants who have engaged in shopping activities on an electronic commerce platform. The results of this study suggest that (1) Brand image exerts a favorable and substantial influence on consumer purchasing decisions, and (2) Price exerts a significant and positive effect on consumer purchasing decisions.
Co-Authors Boy Suzanto