Effect of Brand Image, Word of Mouth and Price on Purchase Decisions of Tokopedia Market Place Customers in Sidoarjo
Pengaruh Brand Image, Word of Mouth dan Harga Terhadap Keputusan Pembelian Pelanggan Market Place Tokopedia di Sidoarjo
DOI:
https://doi.org/10.21070/ups.815Keywords:
Brand Image, Word Of Mouth, Harga, Keputusan PembelianAbstract
This study aims to determine Brand Image, Word Of Mouth and Price on Purchase Decisions of Tokopedia Market Place Customers in Sidoarjo. This research is a type of quantitative research with hypothesis testing. The sample used in this study was 96 Tokopedia customers. The analytical tools used in this research are multiple linear regression analysis, determinant coefficient (R2), multiple correlation coefficient (R), f test, t test, and classical assumption test using SPSS version 20 for windows. The primary data in this study were obtained from questionnaires whose measurements used a Likert scale which were tested for validity and reliability.The results of this study prove that Brand Image has an effect on purchasing decisions, Word of mouth has an effect on purchasing decisions, price has an effect on purchasing decisions and brand image, word of mouth and price on purchasing decisions of Tokopedia Market Place customers in Sidoarjo.
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