THE INFLUENCE OF BRAND IMAGE, CONSUMER TRUST AND PRODUCT QUALITY ON PURCHASE INTEREST IN THE BUKALAPAK APPLICATION IN BATAM CITY

Abstract

This research aims to understand the impact of brand image, consumer trust and product quality on purchasing interest in the Bukalapak application in Batam City. This study uses a descriptive method with a quantitative approach. The research population consists of consumers who actively use Bukalapak e-commerce in Batam in 2024. To determine the sample, the Lameshow formula was used, resulting in 100 respondents selected through purposive sampling. The data analysis process includes several stages, including data quality testing, classical assumption testing, influence testing, and hypothesis testing to test the significance of the influence of each variable. The results of multiple linear regression analysis show that brand image contributes 21.6% to the variability in purchasing interest. Consumer confidence contributed 26.1% to the variability in purchasing interest. Product quality contributed 21.1% to the variability in purchasing interest. Analysis of the coefficient of determination (R²) of 64.8% shows that the combination of brand image, consumer trust and product quality together explains variations in purchasing interest. In addition, the results of the t test confirm that brand image, consumer trust and product quality have a positive and significant influence on purchase intention, both partially and simultaneously.