Assessing the Shopee Consumer Decision Model
DOI:
https://doi.org/10.56070/ibmaj.v2i2.45Keywords:
Brand Awareness, Brand Association, Brand Loyalty, Perceived Quality, Purchasing DecisionAbstract
This study seeks to determine the impact of brand awareness, brand loyalty, brand association, and perceived quality, on purchasing decisions made by Shoppes Jawa Barat customers. The non-probability sample method uses purposive sampling, which is based on the criteria of West Java Shoppee users and those who make purchases through the website or mobile application (Android). The research sample is 92 respondents. Analysis using multiple linear regression. The results showed that brand awareness, brand loyalty, brand association, and perceived quality have the greatest influence on customer purchasing decisions. These results indicate that the higher the level of brand awareness, brand association, and perceived quality held by Shopee customers in West Java, the more likely they are to make a purchase decision. However, a unique finding is that perceived quality does not play an important role in efforts to increase purchasing decisions for Shoopee products in West Java. In other words, these variables have an important contribution in shaping customer preferences and purchasing decisions.
Downloads
References
Abdussamad, Z. (2021). Metode Penelitian Kualitatif. CV. Syakir Media Press.
Chahal, H., & Kumari, N. (2020). Development of multidimensional scale for healthcare service quality (HCSQ) in Indian context. Journal of Indian Business Research, 2(4), 230-255.
Djatmiko, T., & Pradana, R. (2016). Brand Image and Product Price; Its Impact for Samsung Smartphone Purchasing Decision. Procedia - Social and Behavioral Sciences, 219, 221-227. https://doi.org/10.1016/j.sbspro.2016.05.009
Guru, R. R. D., & Paulssen, M. (2020). Customers’ experienced product quality: scale development and validation. European Journal of Marketing, 54(4), 645-670. https://doi.org/10.1108/ejm-03-2018-0156
Hussein, A. S., Hapsari, R. D. V., & Yulianti, I. (2018). Experience quality and hotel boutique customer loyalty: Mediating role of hotel image and perceived value. Journal of Quality Assurance in Hospitality & Tourism, 19(4), 442-459. https://doi.org/10.1080/1528008x.2018.1429981
Nguyen, T. Q., Ngo, L. T. T., Huynh, N. T., Quoc, T. L., & Hoang, L. V. (2022). Assessing port service quality: An application of the extension fuzzy AHP and importance-performance analysis. PLoS One, 17(2), e0264590. https://doi.org/10.1371/journal.pone.0264590
Rahadi, D. R., & Wardiman, C. (2022). Strategi Pemasaran Umkm Di Masa Pandemi Covid-19. Eklektik: Jurnal Pendidikan Ekonomi dan Kewirausahaan, 5(1), 96-106. https://doi.org/10.24014/ekl.v5i1.14713
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R & D. CV. Alfabeta.
Supiyandi, A., Hastjarjo, S., & Slamet, Y. (2022). Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty of Shopee on Consumers’ Purchasing Decisions. CommIT Journal, 16(1), 9-18. https://doi.org/10.21512/commit.v16i1.7583
Vancasavio, R., & Indriani, F. (2017). Analisis Pengaruh Perceived Quality Terhadap Brand Trust, Brand Attachment, Dan Brand Commitment (Studi pada pengguna smartphone Samsung). Jurnal Manajemen Bisnis Indonesia, 4(2), 200-210.
Vitolla, F., Raimo, N., & Rubino, M. (2019). Board characteristics and integrated reporting quality: an agency theory perspective. Corporate Social Responsibility and Environmental Management, 27(2), 1152-1163. https://doi.org/10.1002/csr.1879
Vuong, B. N., & Khanh Giao, H. N. (2019). The Impact of Perceived Brand Globalness on Consumers’ Purchase Intention and the Moderating Role of Consumer Ethnocentrism: An Evidence from Vietnam. Journal of International Consumer Marketing, 32(1), 47-68. https://doi.org/10.1080/08961530.2019.1619115
Wahyuni, S., & Sutrismi, S. (2022). Analysis of Online Buying and Selling Transactions Through the Shopee Application Based Islamic Economic Perspective. Point of View Research Management, 3(1), 42-54. http://journal.accountingpointofview.id/index.php/POVREMA/article/view/181
Yatminiwati, M., Setyobakti, M. H., Sulistyan, R. B., & Ermawati, E. (2021). Social Entrepreneurship in MSME Development. International Journal of Environmental, Sustainability, and Social Sciences, 2(3), 239-243. https://doi.org/10.38142/ijesss.v2i3.111
Yo, P. W., Kee, D. M. H., Yu, J. W., Hu, M. K., Jong, Y. C., Ahmed, Z., . . . Nair, R. K. (2021). The Influencing Factors of Customer Satisfaction: A Case Study of Shopee in Malaysia. Studies of Applied Economics, 39(12), 1-16. https://doi.org/10.25115/eea.v39i12.6839
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Eni Reptiningsih
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
