PENGARUH BRAND IMAGE DAN KUALITAS LAYANAN TERHADAP KEPERCAYAAN DAN KEPUTUSAN PEMBELIAN PADA TOKO ONLINE (Studi pada Konsumen OLX.co.id di Kota Semarang)
Abstract: The development of
technology makes life more modern, people want everything can be accomplished
quickly and easily, so it makes many e-commerce spring up in
Indonesia. This study aims to analyze the brand image and service quality on
the trust and its impact on purchasing decisions in OLX.co.id site.
The population of the study was all consumers who had ever done purchase
transaction on OLX.co.id site, where the respondents are the people who
domicile in Semarang city. The samples in this study were 150 respondents. The
method of collecting data through questionnaires. This study uses analytical
techniques of Structural Equation Modeling (SEM) with AMOS 22.0 as the analysis
instrument.
The result of this study show that the brand image has a positive and
significant effect on trust, brand image has a positive and significant effect
on purchase decision, service quality has a positive and significant effect on
trust, service quality has a positive and significant effect on purchase
decision, and trust has a positive and significant effect on purchase decision.
Keywords: Brand Image, Service
Quality, Trust, and Purchase Decision
Penulis: Roro Ratih Febriani,
Budi Sudaryanto
Kode Jurnal: jpmanajemendd180427
