PENGARUH KEPERCAYAAN KONSUMEN, KUALITAS PRODUK DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PADA APLIKASI LAZADA DI KOTA BATAM

Abstract

Abstract This study aims to evaluate how consumer trust, product quality, and brand image influence purchasing decisions through the Lazada application in Batam City. The type of research used is a descriptive method with a quantitative approach. The population in this study consists of active Lazada users in Batam City who are not known for sure. The technique for determining the sample size uses the Lameshow formula by producing 100 respondents drawn based on purposive sampling. The data analysis method uses data quality testing, classical assumption testing, influence testing, and hypothesis testing. The findings of the multiple linear regression analysis show that consumer trust has a 13.4% influence on purchasing decisions. Product quality has a 20.6% influence on purchasing decisions. Brand image has a 37.1% influence on purchasing decisions. The results of the determination coefficient analysis (R2) reveal that purchasing decisions can be explained by consumer trust, product quality, and brand image by 77.0%. The findings of the t-test and F-test reveal that consumer trust, product quality, and brand image have a positive and significant effect on purchasing decisions, both partially and simultaneously.  Keywords: Brand Image, Consumer Trust, Product Quality, Purchasing Decisions