PENGARUH CITRA MEREK, KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research aims to find out and analyze the effect of brand image, product quality, price, and promotion on the purchasing decision at the Lazada e-commerce. The research applies quantitatively. The population consists of customers who have enjoyed the product or service provided by Lazada e-commerce which are unknown number (infinite Population). Furthermore, the data collection technique used purposive sampling with the Lemeshow formula. In line with that, 96 respondents were taken as the sample. The instrument in the data collection technique was a questionnaire. The questionnaires were distributed to the users of Lazada e-commerce. Moreover, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) Program 26 version. The result of the hypothesis test (t-test) indicatesthat brand image, product quality, price and promotion have a positive and significant effect on the purchasing decision at Lazada e-commerce. Additionally, based on the result of the determination coefficient (R square), it gets 0.750. This shows that brand image, product quality, price, and promotion have explained 75% of the purchasing decisions. Meanwhile, the rest is affected by other variables included in this research.