PENGARUH HARGA, CITRA MEREK DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK ONLINE JAKMALL
DOI:
https://doi.org/10.22441/jimb.v6i1.7784Kata Kunci:
harga, citra merek, kualitas layanan dan keputusan pembelianAbstrak
Jakmall adalah e-commerce (jualbeli) yang sedang berkembang di indonesia. Persaingan bisnis yang ketat antara e-commerce di Indonesia, membuat jakmall harus menindak lanjuti keluhan yang dirasakan oleh konsumen. Jika hal tersebut tidak cepat ditinda klanjuti ada kemungkinan konsumen akan beralih kepada pesaing. Penelitian bertujuan untuk mengetahui pengaruh harga, citra merek dan kualitas layanan mempegaruhi terhadap keputusan pembelian produk online jakmall. Metode pengambilan sampel dengan teknik purposive sampling, kuesioner disebarkan secara online kepada 125 responden. Analisis data menggunakan Partial Least Square (PLS), dengan menguji outer model, Inner model dengan tingkat signifikan 0,05 (5%) =1,96. Hasil penelitian menunjukkan bahwa variabel harga, citra merek, dan kualitas layanan bersifat positif dan signifikan terhadap sikap keputusan pembelian produk jak mall. Variabel terbesar yang mempegaruhi sikap konsumen atas pembelian produk online jakmall ialah variabel citra merek , karena konsumen merasakan banyak keuntungan yang diperlukan saat membeli produk jak mallUnduhan
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