Abstract
Online shopping is one of trend that is growing rapidly nowadays. Now the technological advancement supported rapid growth of the online shopping and make it easier for consumer to shopping. Consumer is more selective to make purchase decision, consumer tend to chose product that have good brand image and compatible price. This research aims to find out the influence between price and purchase decision with brand image as a mediation variable. Realizing the potential of market online especially the fashion product, then this research raising the topic with price fairness, brand image and purchase decision as the objects. Respondents are them who have been online purchasing. The survey conducted by spreading questionnaire than measured by likert’s scale. Data analyzed by path analysis and sobel test. The result of this research showed than variable brand image capable of being mediated the influence between price fairness and consumer purchase decision.
 Keywords :price fairness, brand image, purchase decision
Highlights
Online shopping is one of trend that is growing rapidly nowadays
This research aims to find out the influence between price and purchase decision
then this research raising the topic with price fairness
Summary
Responden laki-laki pada penelitian ini sebesar 30% atau sebanyak 33 orang dan responden perempuan sebesar 70% atau sebanyak 77 orang. Responden dengan rentang usia 21-25 tahun mendominasi sebanyak 85 orang atau sebesar 22,3%. Responden dengan jenjang pendidikan sarjana mendominasi pada penelitian ini sebanyak 53 orang atau sebesar 48,2%
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