Bulletin of Science, Technology and Society
Vol. 2 No. 3 (2023): Bulletin of Science, Technology and Society (November)

The Impact of Product Quality and Brand Equity on Online Purchasing Decisions by Lazada Users in Mojokerto

Al Hakim, Yusuf Rahman (Unknown)
Sigita, Dwi Sembe (Unknown)

Article Info

Publish Date
24 Nov 2023

Abstract

This study aims to analyze the impact of product quality and brand equity on online purchasing decisions by Lazada users in Mojokerto. Along with the rapid growth of the e-commerce market, this phenomenon is increasingly significant, especially during the pandemic. Product quality and brand equity are key factors in making online purchasing decisions. This study involved 100 respondents with an age range of 25-35 years and various educational backgrounds. The regression analysis results show that product quality and brand equity significantly influence online purchasing decisions. These findings indicate that efforts to improve product quality and build brand equity can be important strategies in optimizing sales performance and strengthening Lazada's position in the Mojokerto market.

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Journal Info
Bulletin of Science, Technology and Society
Website

Abbrev

inti

Publisher

Metromedia Education Center

Subject

Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

Description

Bulletin of Science, Technology and Society (e-ISSN: 2830-795X) is a peer-reviewed academic journal published triannually—in May, August, and November. The journal provides a platform for interdisciplinary scholarship that critically examines the interplay between scientific advancement, ...