Pengaruh Persepsi Harga, Kualitas Layanan, Citra Merek, dan Kepercayaan terhadap Keputusan Pembelian di Bukalapak

Abstract

Consumer purchasing decisions are actions taken by consumers in buying goods or services. This study aims to identify the characteristics of Bukalapak consumers and examine the effect of price, service quality, brand image, and trust on decision purchase. Structural Equation Modeling (SEM) with approach Partial Least Square (PLS) is the method use. The findings of the study indicate that the brand image and trust variables, respectively, is the emotional relationship between Bukalapak and Bukalapak brands who have good intentions to provide satisfaction to consumers. Meanwhile, the variables of price and service quality do not have a significant effect on purchasing decisions.

Consumer purchasing decisions are actions taken by consumers in buying goods or services. This study aims to identify the characteristics of Bukalapak consumers and examine the effect of price, service quality, brand image, and trust on decision purchase. Structural Equation Modeling (SEM) with approach Partial Least Square (PLS) is the method use. The findings of the study indicate that the brand image and trust variables, respectively, is the emotional relationship between Bukalapak and Bukalapak brands who have good intentions to provide satisfaction to consumers. Meanwhile, the variables of price and service quality do not have a significant effect on purchasing decisions.