Factors That Affecting Purchase Decision on Automotive Workshop Official Store In E-Commerce

Abstract

This research is conducted to find out what factors that affecting purchase decision in automotive workshop official store in E-commerce, considering that social media users and vehicle owners will increase continuously. In its implementation, this research uses quantitative methods and uses path analysis as a method of analyzing data that has been collected, as many as 120 respondents by spreading online's questionnaires. The results of this research show that social media marketing has a significant influence on brand awareness. And brand awareness has a significant influence on purchase decision. Also, social media marketing has a positive and significant influence on purchase decisions through brand awareness. There is a significant effect between Social Media Marketing, brand awareness on purchase decision.