PENGARUH KUALITAS LAYANAN, BRAND IMAGE, HARGA DAN KEPERCAYAAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi layanan E-commerce Berrybenka.com)
Abstract: This study aims to
analyze the influence of Service Quality, Brand Image, Price and Product Trust
on purchasing decisions on
Berrybenka.com e-commerce platform. These days, E-Commerce has became
common thing in community, technological developments and facilities advances
make this platform has growing demand in all market segments. From the start of
its ease to the speed of E-commerce services into the spotlight of consumers.
Quality of Service, Brand Image, Price and Products Trust are widely used as
reference consumers in determines purchasing decisions, especially in the city
of Semarang that is high sensitivity to a product. So in this study, want to
discover how or what matters affect the Purchase Decision from consumers in the
world of E-Commerce. In this study data were collected from 140 selected
respondents who had made purchases on Berrybenka.com E-commerce platform.
Analysis method with AMOS program. The results show that Quality of Service, Brand Image, Price has a positive and
significant effect on Product Trust. Then, Product Confidence has a positive
and significant effect on Purchase Decision.
Keywords: Service Quality,
Brand Image, Price, Trust, Purchasing Decisions
Penulis: Brian Cahyo Adyanto,
Suryono Budi Santosa
Kode Jurnal: jpmanajemendd180394
