PENGARUH BRAND IMAGE, PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN TOKO ONLINE JAGO MUDA FASHION DI SHOPEE

Abstract

This research determines the effect of the brand image, price perception, and product quality on the customers' purchasing decisions of the Jagomuda Fashion at Shopee online shop. Furthermore, the population consists of Jagomuda Fashion's customers who have purchased at least twice at Shopee online shop. The research applies quantitatively. The data collection technique used was purposive sampling, in which the sample was based on certain criteria given. The sample was customers who have ever done a transaction at Jagomuda Fashion through the Shopee online shop. In line with that, 100 respondents were the samples in total. Moreover, the instrument in the data collection technique was a questionnaire. The questionnaires were distributed online through Google Forms to the respondents, with the assistance of Jagomuda Fashion owner. The result, based on the hypothesis test (t-test), shows that brand image, price perception, and product quality have a positive and significant effect on the customers' purchasing decisions of the JagoMuda Fashion at Shopee online ship. As there were only three variables were examined, further researchers need to examine other variables that are not included in this research.