How brand image mediated sales promotion and price to impact Shopee Consumer’s decision? The case of Urban worker in Jakarta

Abstract

Marketplace competition in Indonesia has shifted in the 3rd quarter of 2020. Shopee shifted Tokopedia's position at the top of customer visits on the website. It causes sales growth at Shopee to increase sharply. The role of brand image is one of the highlights expected to encourage customers and potential customers to buy products through Shopee. Research on Jakarta workers is interesting to observe, especially millennial generation workers and some generation Z. One hundred twenty urban workers were selected by the purposive sampling method. SEM implement to test the role of brand image in mediating price and sales promotion to purchase decision. This study concludes: First, One of the seven hypotheses to be proven. The effect of price on purchasing decisions is insignificant. Shopee marketplace prices are uncompetitive compared with the other marketplace, which induces consumers to buy a product. Second, the other six hypotheses show an influence on purchasing decisions. Sales promotion and brand image have a positive effect on purchasing decisions. Price and sales promotion also affect brand image. Third, the brand image becomes a partial mediation for the impact of sales promotion and a complete mediation of price variables on Jakartas urban workers purchasing decisions.