Title:
THE EFFECT OF PRICE AND BRAND IMAGE ON PURCHASE DECISION WITH TRUST AS AN INTERVENING VARIABLE IN E-COMMERCE TOKOPEDIA

Authors:
Sri Wahyuni, Andyni Yulfanis Aulia Masrifa and Siti Sofia

Abstract:
This study analyzes the factors that influence purchase decisions on E-Commerce Tokopedia. The intended factors tested are Price, Brand Image, and Trust. The data used in this study are primary data obtained from distributing questionnaires to Tokopedia E-Commerce consumers in Jabodetabek. The sample collection technique in this study was non-probability purposive sampling with a total of 162 samples. The type of research used is an associative analysis method with a quantitative approach, which is assisted by the AMOS version 26 processing tool. The results showed that Price has a significant effect on Trust, Brand Image has no considerable impact on Trust, Trust has no significant effect on Purchase decision, Price has a substantial effect on Purchase Decision, and Brand Image has no significant impact on Purchase decision and Brand Image has no considerable effect on Purchase decision.

Keywords:
Price, Brand Image, Trust, and Purchase Decision.

DOI:
https://doi.org/10.37500/IJESSR.2024.7115

Date of Publication: 24-02-24