Pengaruh Brand Image Terhadap Keputusan Pembelian Konsumen Pada Pengguna Aplikasi Online Lazada Cabang Pekanbaru

Asrina, Asrina (2022) Pengaruh Brand Image Terhadap Keputusan Pembelian Konsumen Pada Pengguna Aplikasi Online Lazada Cabang Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to analyze and determine the effect of brand image on consumer purchasing decisions on users of the Lazada Online Application, Pekanbaru Branch. The type of research used is descriptive with quantitative research methods. The population in this study were all people of Pekanbaru City who had used the Lazada online application. The sample in this study amounted to 50 respondents who were taken using the Accidental Sampling technique. The data collection method used is distributing questionnaires, interviews, observation and documentation. The results showed that the t-test results showed that Brand Image (X) with sig = 0.000 <0.05 or t-count = 6.997>2.011, it can be concluded that Brand Image has a significant partial effect on Consumer Purchase Decisions on Users. Lazada Pekanbaru Branch Online Application. The value of R-Square (R) is 0.505 or (50.5%). This explains that Brand Image has a significant effect on Consumer Purchasing Decisions on Lazada Online Application Users Pekanbaru Branch, while the remaining 49.5% (100% -50.5%) is influenced by other factors outside of this study. From the conclusions obtained in this study, the authors give advice to Lazada, which is to further improve the company's image, one of which is by responding to consumer complaints so that in the future consumers will continue to make purchases in the Lazada online application.

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