THE INFLUENCE OF PROMOTION, BRAND IMAGE, AND TRUST ON PURCHASING DECISIONS AT BUKALAPAK IN BATAM CITY

Abstract

This research was conducted to explore and understand common challenges faced in the e-commerce sector, specifically focusing on negative perceptions towards brand image, infrequent promotional activities, and a general decline in consumer trust. The primary goal of this study was to methodically analyze the effects of three key variables: promotion (X1), brand image (X2), and trust (X3) on the consumer decision-making process (Y). For this purpose, a sample consisting of 100 individuals from the Batam community, all of whom are users of the Bukalapak app, was utilized. The sampling technique employed was accidental sampling, a variant of non-probability sampling, to select appropriate participants for the study. Data was gathered through a series of questionnaires completed by Bukalapak users. The findings of this study indicate that while promotion has a positive influence, it does not significantly impact purchase decisions. In contrast, brand image and trust show both a positive and significant effect on these decisions. When these variables are considered in conjunction, the study demonstrates that promotion, brand image, and trust collectively exert a substantial and positive influence on consumer purchase decisions.