International Humanities and Applied Science Journal
Vol. 9 No. 1 (2026)

THE INFLUENCE OF BRAND IMAGE, SERVICE QUALITY, AND CUSTOMER TRUST ON PURCHASING DECISIONS FOR BUKALAPAK VIRTUAL PRODUCTS

Farras Apikmumtazah (Unknown)

Article Info

Publish Date
30 Apr 2026

Abstract

This study was conducted with the aim of analyzing the influence of brand image, service quality, and customer trust on purchasing decisions for Bukalapak virtual products. The approach used in this research is a quantitative approach with purposive sampling technique. The sample consisted of 300 consumers who have purchased Bukalapak virtual products in the Tangerang area, and the data was collected through a questionnaire survey via Google Forms. The data analysis technique employed was Partial Least Squares (PLS) using SmartPLS 4.0 software. The results of this study indicate that the variables Brand Image (X1), Price (X2), and Customer Trust (X3) have a positive and significant effect on Purchase Decisions (Y). 

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Journal Info
International Humanities and Applied Science Journal
Website

Abbrev

ihasj

Publisher

Universitas Mercu Buana

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Library & Information Science Social Sciences

Description

International Humanities and Applied Science Journal (IHASJ), published online version, is a peer-reviewed journal published three times a year (April, August, and December) by the International Class of Universitas Mercu Buana. IHASJ is intended to be the journal for publishing articles reporting ...