Analisis Pengaruh Promosi, Harga, dan Citra Merek terhadap Keputusan Pembelian pada Situs E-commerce Zalora di Jakarta

Abstract

This research is using quantitative study that aims to determine the effect of promotion, price, and brand image on purchasing decisions on the Zalora e-commerce site in Jakarta. The population in this study are Zalora users in Jakarta with a sample of 75 respondents using the non-probability sampling method with purposive sampling technique. Hypothesis testing in this study uses Partial Least Square (PLS) analysis tool and a significance level of 5%. The results of this study are the promotion has a significant effect on purchasing decisions, price has no significant effect on purchasing decisions, brand image has a significant effect on purchasing decisions.