Effect of Ease of Use, Service Quality, Price and Brand Image on Purchase Decision in Tokopedia

16 Pages Posted: 26 Jan 2020

See all articles by Ilyas Pratama Yusran

Ilyas Pratama Yusran

State University of Jakarta, Faculty of Economics

Osly Usman

State University of Jakarta - Faculty of Economics

Date Written: December 30, 2019

Abstract

This research was conducted to determine the relationship between the effect of the ease of use, quality of service, price, brand image to the purchasing decision on the application Tokopedia. The research was carried out for two months, starting three months from October to December 2019. The research method used was a survey method with the approach of causality. The population in this study is randomized, amounting to 219 respondents. Data collection techniques using literature techniques and questionnaires. Data were analyzed using SmartPLS software version 3. PLS (Partial Least Square) with structural equation analysis (SEM). Results showed that each variable has the same influence. These results can be said purchasing decisions made by consumers on applications Tokopedia influenced and based on ease of use, quality of service, and brand image. According to this study, the price does not influence purchasing decisions by consumers on the Tokopedia application.

Keywords: Purchasing Decisions, Ease of Use, Quality of Service, Price, Brand

Suggested Citation

Yusran, Ilyas Pratama and Usman, Osly, Effect of Ease of Use, Service Quality, Price and Brand Image on Purchase Decision in Tokopedia (December 30, 2019). Available at SSRN: https://ssrn.com/abstract=3511283 or http://dx.doi.org/10.2139/ssrn.3511283

Ilyas Pratama Yusran (Contact Author)

State University of Jakarta, Faculty of Economics ( email )

Jakarta Timur, Jakarta
Indonesia

Osly Usman

State University of Jakarta - Faculty of Economics ( email )

Jakarta, ID Jakarta
Indonesia

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
84
Abstract Views
201
rank
322,189
PlumX Metrics