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All Journal SOLUSI
Sa roni, Putri Istiadah Oktafia
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Economics, Econometrics & Finance Social Sciences Other

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FAKTOR YANG MEMPENGARUHI PURCHASE BEHAVIOR DALAM BERBELANJA ONLINE DI APLIKASI TOKOPEDIA Haryanti, Denny Septa; Sa roni, Putri Istiadah Oktafia
Solusi Vol. 20 No. 1 (2022): January
Publisher : Fakultas Ekonomi, Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/slsi.v20i1.4900

Abstract

The purpose of this research is to investigate purchasing behavior of online shopping in the spectrum of brand consciousness, brand awareness, and brand nationality. The study uses a well structured questionnaire developed and distributed to 180 respondent, but only 170 respondent to conform the criteria. Using purposive sampling method, and data were analyzed by applying IBM SPSS 25.0 and Structural Equation Modeling (SEM) program WarpPLS 7.0. The results show that brand consciousness influence to purchase behavior, brand awareness not affect to purchase behavior, and brand nationality influence to purchase behavior.  
Co-Authors HARYANTI, DENNY SEPTA