THE INFLUENCE OF CREDIBILITY, BRAND IMAGE, AND EASE OF APPLICATION KLIK INDOMARET ON PURCHASING DECISIONS AT INDOMARET BATU AJI

  • Agus Salim Universitas Putera Batam
  • Winda Evyanto Universitas Putera Batam
Keywords: Brand Image, Credibility, Ease of Use, Purchase Decision

Abstract

Retail has existed in Indonesia since the colonial era, with the pioneer being the Dutch East India Company founded in 1602. Today, retail has evolved into convenience stores like Indomaret which introduced a new compact concept in 1997 and has since expanded to over 22,000 stores. Indomaret leverages physical stores and its Klik Indomaret app launched in 2015 to extend its reach. However, it struggles to fully meet customer expectations regarding app reliability and security. Competitor Alfamart also consistently ranks higher in brand perception. This quantitative research sampled 100 Indomaret shoppers in Batuaji in 2023 who used the Klik Indomaret app. Data underwent multiple statistical tests for analysis. Results showed credibility significantly influences purchase decisions, while brand image does not. The ease of the Klik Indomaret app also significantly affects purchase decisions. When combined, credibility, brand image, and ease of the app have a collective significant influence. In conclusion, while Indomaret has achieved extensive physical reach, its digital offerings via the Klik Indomaret app fail to provide the same expected convenience. By focusing efforts on improving app reliability, security, and user experience, Indomaret can work to replicate its in-store dominance digitally.

Published
2024-01-31
How to Cite
Salim, A., & Evyanto, W. (2024). THE INFLUENCE OF CREDIBILITY, BRAND IMAGE, AND EASE OF APPLICATION KLIK INDOMARET ON PURCHASING DECISIONS AT INDOMARET BATU AJI. JURNAL CAFETARIA, 5(1), 301-309. https://doi.org/10.51742/akuntansi.v5i1.1211
Section
JURNAL CAFETARIA JANUARI 2024