ANALISIS PENGARUH PROMOSI, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA SITUS E-COMMERCE ZALORA DI JAKARTA
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Institusion
Universitas Pembangunan Nasional Veteran Jakarta
Author
Reni Ernawati, .
Subject
H Social Sciences (General)
Datestamp
2022-05-24 04:00:41
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 (1) the promotion variable has a significant effect on purchasing decisions with a contribution value of 0.259 and a significant value of 0.024, (2) the price variable has no significant effect on purchasing decisions with a contribution value of -0.009 and a significant value of 0.912, (3) variable brand image has a significant effect on purchasing decisions with a contribution value of 0.689 and a significant value of 0.000. So purchasing decisions are influenced by the variables of promotion, price, and brand image by 78.6%.
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 (1) the promotion variable has a significant effect on purchasing decisions with a contribution value of 0.259 and a significant value of 0.024, (2) the price variable has no significant effect on purchasing decisions with a contribution value of -0.009 and a significant value of 0.912, (3) variable brand image has a significant effect on purchasing decisions with a contribution value of 0.689 and a significant value of 0.000. So purchasing decisions are influenced by the variables of promotion, price, and brand image by 78.6%.
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