THE INFLUENCE OF PRODUCT QUALITY, BRAND IMAGE, AND TRUST ON PURCHASING DECISIONS ON LAZADA E-COMMERCE IN BATAM CITY

Abstract

The main goal of this study is to evaluate the impact of product quality, brand image, and trust on the decision-making process in Lazada E-commerce in the city of Batam. The study, conducted in 2023, utilized a quantitative research design. The study specifically targeted Lazada E-commerce users and a sample of 204 individuals was chosen using purposive sampling. The data was collected by distributing questionnaires and then analyzed using multiple linear regression. The results of the partial t-tests indicate that product quality has a positive influence on purchase decisions. However, this effect is not statistically significant, as the significance value of 0.173 is greater than the threshold of 0.05. On the other hand, the brand image has a highly positive influence on purchase decisions, as indicated by a significance value of 0.000, which is less than 0.05. Trust also has a significant positive impact on purchase decisions, as indicated by a significance value of 0.000, which is less than 0.05. During a simultaneous examination using the f-test, the study finds that product quality, brand image, and trust collectively have a significant impact on purchase decisions. This is supported by a significance value of 0.000, which is less than the threshold of 0.05. Additionally, the F-value of 107.369 is greater than the table value of 2.65. The Adjusted R Square value of 61.1% indicates that the factors of product quality, brand image, and trust collectively have a significant impact on purchase decisions. The presence of other variables, which were not taken into account in this study, is indicated by the remaining 38.9%.