THE INFLUENCE OF BRAND IMAGE, PRODUCT COMPLETENESS AND SERVICE QUALITY ON PURCHASE DECISIONS

Putri, Aulia Estuningtyas THE INFLUENCE OF BRAND IMAGE, PRODUCT COMPLETENESS AND SERVICE QUALITY ON PURCHASE DECISIONS. THE INFLUENCE OF BRAND IMAGE, PRODUCT COMPLETENESS AND SERVICE QUALITY ON PURCHASE DECISIONS.

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Abstract

The growth of web-based enterprises can be attributed, in large part, to the growth of online shopping in recent years. This research was conducted with the goal of determining how factors such as brand image, product completeness, and service quality influence customer decision making when shopping at SOCO by Sociolla. Methods of descriptive and quantitative research are utilized in this type of study. Data gathering approaches using questionnaires and scale measurement data using a Likert scale. The group that was analyzed for this study is comprised of online customers in Surakarta who utilize the SOCO by Sociolla application. A total of one hundred people participated in this study's sample, which was selected using the method of purposive sampling. The SPSS Statistical 22 analytic tool was utilized in order to do the data analysis. The results of the test to determine the coefficient of determination revealed that purchasing decisions were responsible for 53.8% of the influence on brand image, product completeness, and service quality. The remaining 46.2% of the influence came from other variables that were not accounted for in the model used in this investigation. Because of this, it is possible to draw some conclusions from the findings of the research, including the following: brand image got a positive and significant effect on purchasing decisions; product completeness got a positive and significant effect on purchasing decisions; and service quality got a positive and significant effect on purchasing decisions.

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