Hasanuddin Journal of Applied Business and Entrepreneurship
Vol 4 No 1 (2021)

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 (Unknown)
Muhammad Asdar (Unknown)
Abdul Razak Munir (Unknown)

Article Info

Publish Date
29 Jan 2021

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.

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Journal Info
Hasanuddin Journal of Applied Business and Entrepreneurship
Website

Abbrev

hjabe

Publisher

Universitas Hasanuddin

Subject

Economics, Econometrics & Finance Social Sciences

Description

Hasanuddin Journal of Applied Business and Entrepreneurship (HJABE) is a peer-reviewed journal published by Master of Management, Faculty of Economics and Business, Hasanuddin University. HJBE published quarterly in January, April, July, and October. It provides an academic platform for ...