Jurnal Ilmiah Edunomika (JIE)
Vol 6, No 1 (2022): EDUNOMIKA : Vol. 06, No. 01, 2022

KUALITAS PRODUK, CITRA MEREK DAN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN ONLINE (PENGGUNA SHOPEE DI SURAKARTA)

Muhammad Irvan (Fakultas Ekonomi Manajemen UNIBA Surakarta)
Burhanudin Ahmad Yani (Fakultas Ekonomi Manajemen UNIBA Surakarta)
Fithri Setya Marwati (Fakultas Ekonomi Manajemen UNIBA Surakarta)

Article Info

Publish Date
27 Feb 2022

Abstract

This research was conduted with the aim to analyze the influence of product quality, brand image and brand equity on online purchasing descisions (shopee users in Surakarta). This study uses quantitative deskritive sampling techniques using saltdental sampling methods. Data collection is done with observas, and kuisoner techniques. The population in this study is infinite. The sample in the study was 100 peoples. Data analysis uses classical assumptions and multiple linear regression analysis. The results showed that product quality, brand image and brand equity influence postively and significantly on online purchasing decisions (shopee users in Surakarta). Keywords: Purchasing Decisions, Product Quality, Brand Image and Brand Equity

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Journal Info
Jurnal Ilmiah Edunomika (JIE)
Website

Abbrev

jie

Publisher

STIE AAS Surakarta

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

Description

Jurnal Ilmiah EDUNOMIKA dengan ISSN 2598-1153, diterbitkan 2 (dua) kali setahun (Pebruari dan Agustus) oleh LPPM STIE AAS Surakarta bekerjasama dengan Pusat Kajian Pendidikan dan Ekonomi (PUSKAPE), Yayasan Keluarga Muslim Al Azarul Ulum Sukoharjo. Terbit pertama pada bulan Pebruari 2017. Redaksi ...