Influence of Brand Image and Service Quality toward Purchase Decisions through Tokopedia

Abstract

In order to find out whether Tokopedia Jakarta's purchasing decisions are affected by brand image or service quality this study has been carried out. The brand's picture is a representation of the general perception of that brand, made up of information and experience. The quality of service is a challenge to fulfil consumers' needs and expectations based on what they expect. While the purchasing decision is the final decision to purchase a product or service, respondents from this study are people who have transacted and used the Tokopedia application. This research can be calculated and analysed through structural equation modelling with SmartPLS 3.0 software. Data collection techniques use communication techniques by distributing questionnaires to obtain data. In contrast, sampling techniques are non-probability sampling with a judgment sampling approach based on specific criteria or considerations. The results of this study indicate that (1) brand image has a positive and significant effect on purchasing decisions; (2) service quality has a positive and significant effect on purchasing decisions.