PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA KONSUMEN SHOPEE)

Pratami Wulan Tresna, Arianis Chan, Tetty Herawaty

Abstrak


The development of digitalization of information systems has changed the trade sector which gave rise to a new business field called e-commerce. Rapid developments have made competition in the e-commerce sector stronger, so it is necessary to identify variables that influence consumer behavior, especially related to purchasing decisions so that companies can win the competition. Literature data shows that brand equity is one of the variables that can influence purchasing decisions. This study aims to determine how much influence brand equity has on consumer purchasing decisions in the Shopee marketplace. The research method used is quantitative. Data were analyzed using multiple linear regression. The sample size is 68 respondents with accidental sampling. Data were collected by distributing questionnaires to shopee user respondents. The results of the study show that there is an influence of brand equity on purchasing decisions

 

Perkembangan digitalisasi sistem informasi memberi perubahan pada sektor perdagangan yang memunculkan bidang bisnis baru yang disebut e-commerce. Perkembangan yang kian pesat, membuat persaingan pada sektor e-commerce semakin kuat sehingga perlu diidentifikasikan variabel yang mempengaruhi perilaku konsumen terutama terkait keputusan pembelian agar perusahaan dapat memenangkan persaingan. Data literatur menunjukkan bahwa brand equity merupakan salah satu variabel yang dapat mempengaruhi keputusan pembelian. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh brand equity terhadap keputusan pembelian konsumen pada marketplace Shopee. Metode penelitian yang digunakan adalah kuantitatif. Data dianalisis menggunakan regresi linier berganda. Ukuran sampel 68 responden dengan sampling aksidental. Data dikumpulkan dengan membagikan kuesioner pada responden pengguna shopee. Hasil penelitian memperlihatkan hasil bahwa terdapat pengaruh dari brand equity terhadap keputusan pembelian.

 

 


Kata Kunci


marketplace; merek; ekuitas merek; keputusan pembelian; konsumen

Teks Lengkap:

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Referensi


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DOI: https://doi.org/10.24198/adbispreneur.v6i1.26473

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