Pengaruh Citra Merek Dan Promosi Terhadap Keputusan Pembelian Barang Online di Shopee

Abstract

Purchasing decisions are a series of processes that start from consumers recognizing their problems, looking for information about certain products or brands and evaluating these products or brands on how well each of these alternatives can solve their problems, which then leads to a purchase decision. This study aims to examine the effect of Brand Image and Promotion on Purchasing Decisions for Online Goods at Shopee. The population in this study were all ITS students, of which there were approximately 598 students and who visited, used, and who knew the online buying and selling site at Shopee. The sample of this study used purposive sampling technique or sampling based on certain criteria. The research data were collected by method and analyzed by multiple linear regression. The results showed that partially Brand Image has a significant effect on purchasing decisions for online goods at Shopee with a significance value of 0.000 < alpha 0.05. Promotion partially has no significant effect on purchasing decisions for online goods at Shopee with a significance value of 0.065> alpha 0.05. Simultaneously Brand Image and Promotion have a significant effect on purchasing decisions for online goods at Shopee with a significance value of 0.000 < alpha 0.05. From the results of the Coefficient of Determination Test (R2), a value of 0.607 was obtained, meaning that Brand Image and Promotion were able to contribute 60.7% to the Purchase Decision for online goods at Shopee.