SOLUSI
Vol. 20 No. 1 (2022): January

FAKTOR YANG MEMPENGARUHI PURCHASE BEHAVIOR DALAM BERBELANJA ONLINE DI APLIKASI TOKOPEDIA

Haryanti, Denny Septa (Unknown)
Sa roni, Putri Istiadah Oktafia (Unknown)

Article Info

Publish Date
31 Mar 2022

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.  

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Journal Info
SOLUSI
Website

Abbrev

solusi

Publisher

Universitas Semarang

Subject

Economics, Econometrics & Finance Social Sciences Other

Description

SOLUSI scientific magazine is a collection of quality scientific journals from various social science disciplines including economics, accounting, management and business. Topics raised in journals are adapted to current themes that can help practitioners and academics develop their knowledge and ...