DOI: https://doi.org/10.14710/jbs.32.1.%25p

THE EFFECT OF CUSTOMER REVIEWS, PRODUCT PRICE, AND SERVICE QUALITY ON PURCHASE DECISIONS WITH MODERATED BRAND IMAGE IN E-COMMERCE APPLICATIONS

*Maria Assumpta Wikantari  -  Universitas Pembangunan Nasional Veteran Jakarta, Indonesia, Indonesia

Citation Format:
Abstract
This study aims to analyze the effect of customer reviews, product prices and service quality on purchasing decisions moderated by brand image. The population in this study is 100 residents of the city of Jakarta, whose criteria have been determined. The sample selection was carried out using a purposive sampling method, by taking 100 Jakarta residents with an age range of 20-40 years as the sample in this study.The analytical techniques used in this study are: 1) Validity Test, 2) Reliability Statistics, 3) Classical Assumption Test consisting of Normality Test, Multicollinearity Test, Heterocystista Test, Autocorrelation Test, 4) Multiple Linear Regression, 5) Hypothesis Test consisting of from Coefficient Test and Partial Influence Test (t) and MRA.The results of this study indicate that customer reviews have no effect on purchasing decisions, this is evidenced by the t value of 0.747. Product prices have a significant effect with a t-value of 0.460. Service quality has a partial effect on purchasing decisions with a t value of 3.378. Customer reviews, product prices and service quality simultaneously influence purchasing decisions with an f value of 4.451. Brand image cannot mediate the relationship between customer reviews, product prices, service quality on purchasing decisions, and none of them are significant
Fulltext View|Download
Keywords: Brand Image, Customer Reviews, Product Prices, Purchasing Decision, and Service Quality

Article Metrics:

Article Info
Section: Articles
Language : EN
Recent articles
REVISITED CULTURAL HERITAGE & ARCHITECTURAL HERITAGE PREFERENCES TO LEVERAGE SUSTAINABLE TOURISM PERFORMANCE: EMPIRICAL RESEARCH ON INDONESIA WORLD HERITAGE SITES CRAFTING BUSINESS MODEL INNOVATION AS THE ANCHOR STRATEGY TO SUSTAIN GREEN START-UP FIRM PERFORMANCE: A STUDY ON INDONESIA START-UP FIRMs THE INFLUENCE OF OPERATIONAL FACTORS ON EMPLOYEE TRUST AND COMMITMENT AND ITS IMPACT ON SME BUSINESS PERFORMANCE More recent articles
Most cited articles
PENGARUH KEADILAN PROSEDURAL DAN DISTRIBUTIF TERHADAP KEPUASAN KERJA DAN KOMITMEN AFEKTIF STUDI LINTAS BUDAYA KEPEMIMPINAN GAYA KOREA DI INDONESIA (Pada PT. Semarang Garment) HUBUNGAN PEMBELI DAN PEMASOK: KERJASAMA UNTUK MENINGKATKAN KEPUASAN DAN LOYALITAS PELANGGAN Dampak Pelepasan Batas Kepemilikan Asing terhadap Terintegrasinya Bursa Efek Jakarta dengan Bursa Efek Internasional (Studi Literatur) DETERMINANTS OF SALES PERSON PERFORMANCE More cited articles
  1. Adam Akbar, 2012, Effect of Brand Image, Cost and Quality of Goods on Purchase Choices for Scratch Pad Toshiba, Gunadharma, Jakarta
  2. Ahmadi and Hermawan. 2013. E-Business and Web-based business. Andi Offset: Yogyakarta
  3. Al-Dmoor, M. Hanee. 2013. Cake Flour: Functionality and Quality (Review). European Scientific Journal. Vol. 9(3), 166-180
  4. Alex, D., & Thomas, S. 2012. Impact of Product Quality, Service Quality and Contextual Experience on Customer Perceived Value and Future Buying Intentions. European Journal of Business and Management. Volume 3, No. 3, p. 307-315
  5. Anggraeni, P., and Madiawati, P.N. (2016). The impact of trust and data quality on internet purchase choices at www. traveloka. com. eProceedings of executives of
  6. Augustine, Fitri. 2020. "The Impact of Accommodations, Values, Trust, and Hazard Insight on the Choice of Purchasing Customer Goods in Online Business (Appropriate Research on Student Labor Bookkeeping in Financial and Business Aspects, Muhammadiyah Higher Education Surakarta)". Bookkeeping, Financial and Business Personnel Study Program. Muhammadiyah University of Surakarta
  7. M. Mursid (2010). Marketing Management. Jakarta: PT Bumi Aksara
  8. M. Mursid. 2008. Marketing Management, Fifth Edition. Jakarta : Ghalia Indonesia
  9. Harini, C., Handayani. SB. (2019). Advertising Businesses Through Web-Based Business To Further Develop MSME Execution. Subsidiaries : Board Diary Vol. 13 No. 2 November 2019 (ISSN Print 1978-6573) ISSN Online 2477-300X
  10. Hidayati, Nur., Astusti, Sri Rahayu Tri. (2015). "Testing the Influence of Quality Administration, Insight Value, Goods Quality and Informal Exchange on Buyer's Purchase Choices (Studies at Sulaiman Intan Permata and the Penggerjaan Mas Special Shop in Semarang)". Diponegoro Diary Of The Board. Vol. 4, number 1
  11. Kotler, and Keller. 2012. Showing Board. Release 12. Jakarta: Erlangga
  12. Kotler, Philip, and Gary Armstrong. 2012. Display Standard. Release 13. Jakarta: Erlangga
  13. Laili Hidayati, N.U.R. (2018). The Impact of Viral Advertising, Online Buyer Surveys, and Costs on Shopee Buying Choices in Surabaya
  14. Lau, Geok Then and Sook Han Lee. 1999. Consumer Trust in a Brand and The Link to Brand Loyalty, Journal of Market Focused Management
  15. Lovelock, C. & Wirtz, J. 2007. Service Marketing. 6th edition. New Jersey: Prentice Hall
  16. Malhotra, N.K. 2007. Marketing Research an Applied Orientation. 5th Edition. New Jersey:
  17. Pearson Education
  18. Purwanto, Agus Budi and Widodo, Untung. 2019. "The Impact of Brand Picture and Trust on Shopper Devotion with Item Worth as Directing (Study on Milkfish Presto SMEs in Semarang City)". Logical Diary on Financial matters. Vol. 14. No.1 (Page 170 – 185). Semarang city
  19. Ruslim S.T., and Andrew, R. 2012. Effects of Brand Image and Product Knowledge
  20. towards Purchase Intention (Case: Cosmetic “X”). Media Bisnis, March, 2012, 43-
  22. Sangadji, E. M., & Sopiah, 2013. Consumer Behavior: Consumer Behavior and Marketing Strategy Volume 2. Jakarta: Erlangga
  23. Sukawati. 2018. The influence of trust, cost, and quality of goods on purchasing choices through the web in the city of Makassar. Diary of Makassar State University
  24. Sukawati .2018. The influence of trust, price, and product quality on purchasing decisions via the internet in the city of Makassar. Journal of Makassar State University
  25. Weenas, R.S. Jackson. 2013. Product Quality, Price, Promotion and Quality of Service Influence on the Purchase Decision of Comforta Spring Bed. EMBA Journal. Vol.1, No.4, p.607-618
  26. Widiana, Erma Muslichah. 2010. Fundamentals of Marketing. Bandung: Son's Work
  27. Darwati

Last update:

No citation recorded.

Last update: 2024-05-10 02:34:35

No citation recorded.