PENGARUH BRAND IMAGE DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE LAZADA: Survey pada Pengguna Lazada di Kabupaten Kuningan

Indah Dwi Kusumawati

Authors

Indah Dwi Kusumawati Universitas Kuningan

Keywords:

Brand Image, Online Customer Review, Purchasing Decisions

Abstract

The purpose of this study was to determine: (1) the influence of brand image on purchasing decisions. (2) The influence of online customer reviews on purchasing decisions. (3) The influence of brand image and online customer reviews on purchasing decisions. The method used is a quantitative method using descriptive analysis. The population in this study are Lazada users in Kuningan Regency, whose number is unknown. Sampling used the Lemeshow formula with a total sample of 100 respondents. The sampling technique is non probability sampling using a purposive sampling method. The data collection technique used in this study was distributing questionnaires and measuring them using an interval scale. Data analysis used multiple linear regression analysis, assisted by IBM SPSS version 23 software. Based on the results of the research that has been done, it shows that (1) brand image has a positive and significant influence on purchasing decisions. (2) Online customer reviews have a positive and significant influence on purchasing decisions. (3) Brand image and online customer reviews simultaneously have a positive and significant influence on purchasing decisions.

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