The Effect of Website Quality and Brand Image on Consumer Purchase Decisions with Trust as an Intervening Variable (Case Study at Bukalapak.com)

Fitrah All Burman ,Muhamad Iqbal

doi:10.7176/ejbm/11-28-09

Abstract

This study aims to analyze the effect of Website Quality and Brand Image on Consumer Purchase Decision with Trust as Intervening Variable (Case Study on Bukalapak.com). The object of research used is Bukalapak.Com customer as many as 100 respondents. While the determination of the sample using purposive random sampling technique. The analytical technique used is Structural Equation Modeling (SEM). The result of analysis in this research shows that (1) website quality has positif and significant effect on purchasing decision, (2) Brand Image has positif and significant effect on purchase decision, (3) Trust has a positif and significant effect on purchase decision, (4) website quality has positif and significant effect on trust, and (5) Brand image has positif and significant effect on trust. Keywords : E-Commerce, website quality, brand image, trust, purchase decision. DOI : 10.7176/EJBM/11-28-09 Publication date :October 31 st 2019

Highlights

IntroductionResearch Background The communication, media and informatics technology that is growing rapidly nowadays coupled with the expanding development of global information infrastructure, brings influence, ways and patterns of business activities in the trade industry, social and political governance (Ardyanto, et al, 2015)
The same results are shown in Shah et al (2012) which shown that brand image has a significant effect on consumer purchasing decisions
Ardyanto et al (2015) and Mahkota et al (2014) showed the same results of research, namely that trust has a significant effect on consumer purchasing decisions

Summary

Introduction

Research Background The communication, media and informatics technology that is growing rapidly nowadays coupled with the expanding development of global information infrastructure, brings influence, ways and patterns of business activities in the trade industry, social and political governance (Ardyanto, et al, 2015). This is possible because the presence of the internet makes people able to connect without any space and time limits. Online business is an electronic commerce (e-commerce) activity where activities sell and buy products or services through the internet. Internet penetration has changed consumer purchasing behavior in meeting their needs (Pratiwi, 2012)

Objectives

Methods

Results

Conclusion