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All Journal E-Jurnal Manajemen Trisakti School of Management (TSM)
AZARAH, AISYAH SAFANI
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Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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FAKTOR-FAKTOR YANG MEMENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN PADA E-COMMERCE LAZADA DI BEKASI AZARAH, AISYAH SAFANI; WEDANAJI PRASASTYO, KLEMENS
E-Jurnal Manajemen Trisakti School of Management (TSM) Vol. 4 No. 3 (2024): E-Jurnal Manajemen Trisakti School of Management (TSM)
Publisher : Pusat Penelitian dan Pengabdian kepada Masyarakat Sekolah Tinggi Ilmu Ekonomi Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34208/ejmtsm.v4i3.2662

Abstract

The purpose of this researchis to determine influence of Brand Awareness, Perceived Quality, Brand Association, Brand Loyalty on Purchase Decisions among Lazada e-commerce users in Bekasi City using primary and secondary data obtained using the results of distributing questionnaires with 5 Likert scales online.The design of this research uses descriptive and causal research. There were 250 respondents involved in this research. The sampling method uses non-probability sampling with a purposive sampling technique, because of certain characteristics, each unit in the sampling population used in this research is primary data where questionnaires are distributed to respondents. The method for analyzing data uses the Structural Equation Model using the WarpPLS version 7.0 program. The results of this research are that Brand Awareness has a positive and significant influence on Purchase Decisions. Perceived Quality has a positive and significant influence on Purchase Decision. Brand Association has a positive and significant influence on Purchase Decisions. Brand Loyalty has a positive and significant influence on Purchase Decisions.
Co-Authors WEDANAJI PRASASTYO, KLEMENS