Pengaruh Harga Terhadap Keputusan Pembelian E-Commerce Tokopedia Dimediasi oleh Brand Image pada Mahasiswa Manajemen Universitas Negeri Makassar

Andi Yusril Yasmun
Chalid Imran Musa
Muhammad Ilham Wardhana Haeruddin
Romansyah Sahabuddin
Rahmat Riwayat Abadi

EKONOMIKA45
Vol. 12 No. 2 (2025): Juni: Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan

This study aims to determine the effect of price on Tokopedia e-commerce purchasing decisions mediated by brand image on management students of Makassar State University. This study uses a quantitative method with a descriptive approach. The population of this study was 1,607 active students and the sample was taken using a non-probability sampling technique with a purposive sampling method using the slovin formula to determine the sample so that a minimum sample of 94 respondents was obtained. Data were collected through questionnaires and analyzed using the Structural Equation Modeling Partial Least Squares (SEM-PLS) Version 3.29 application. The research results show that (1) Price has a direct, positive and significant influence on Tokopedia e-commerce purchasing decisions, (2) Price has a direct, positive and significant influence on Tokopedia e-commerce brand image, (3) Brand image has a direct, positive and significant influence on Tokopedia e-commerce purchasing decisions, (4) Brand image partially mediates the relationship between price and Tokopedia e-commerce purchasing decisions.