THE INFLUENCE OF BRAND IMAGE AND TRUST ON ONLINE SHOPEE PRODUCT PURCHASE DECISIONS IN BATAM CITY

  • Khairun Nisah Universitas Putera Batam
  • Tiurniari Purba Universitas Putera Batam
Keywords: Brand image, Trust, Purchase Decision, Shopee

Abstract

This study aims to find out how far consumers in online purchases of Shopee goods in Batam City are influenced by factors such as brand image and their trust in a particular brand. The subjects of this research are people living in the Batam city area who use a shopping application, namely Shopee. Despite the fact that there were up to 96 people in the study who were included in the sample. To obtain relevant information for this investigation, probability sampling was used, with special emphasis being placed on simple random sampling. For the purpose of statistical analysis in this investigation, the t test and F test were performed. From the t-test conducted, the t-count value for the brand image variable is 5.217 points > t-table value (0.677) indicating that brand image has a significant influence on purchasing decisions. even if it's only part of it. The estimated t statistical value for the trust variable is 6.957 > the t table value is 0.677. This finding indicates that trust plays a partial and significant role in the customer's decision to make a purchase. It is a well-known fact that the impression consumers have of a brand image and the brand they have with that brand significantly influence the products they choose to buy. Because the F value of 148.250 obtained from the data is more than a minimum significant value of 3.09 in the F table, the hypothesis is confirmed. The research findings show that consumers in Batam City base their decisions on which products to buy from Shopee online on aspects such as how familiar they are with the brand and its reputation.

Published
2023-07-25
How to Cite
Nisah, K., & Purba, T. (2023). THE INFLUENCE OF BRAND IMAGE AND TRUST ON ONLINE SHOPEE PRODUCT PURCHASE DECISIONS IN BATAM CITY. JURNAL CAFETARIA, 4(2). https://doi.org/10.51742/akuntansi.v4i2.1046
Section
JURNAL CAFETARIA JULY 2023