产品质量和品牌形象对巴淡市在线卢斯消费者购买决策的影响

SCIENTIA JOURNAL Jurnal Ilmiah Mahasiswa Pub Date : 2023-09-13 DOI:10.33884/scientiajournal.v5i4.7448

RINALDO SITEPU, Inda Sukati

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引用次数: 0

摘要

本研究旨在探讨产品品质与品牌形象对巴淡岛Lazada网上商店购买决策的影响，资料以问卷方式收集，共204人。研究发现，品牌形象对消费者的购买决策有显著的正向影响。产品质量的t检验(X1)得到11.778 >表1.972和0.000显著<0.05. 这意味着产品质量对采购决策有积极而显著的影响。所以第一个假设可以被接受。品牌形象的t检验(X2)得到14.670 >T表1.972和0.000显著<0.05。这意味着品牌形象对购买决策有积极而显著的影响。那么第二个假设就可以被接受了。通过研究发现，产品质量和品牌形象对Lazada网店的购买决策有一定的影响。这意味着产品质量、品牌形象对购买决策有重要作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN ONLINE SHOP LAZADA DI KOTA BATAM

The aims of this Study is to investigate the effect of product quality and brand image on buying decision of Lazada online Store in Batam data was collected through questionaire with total responden 204. The research finding showed that brand image has a positive and significant effect on purchasing decisions. The t test on product quality (X1) is obtained 11.778 > t table 1.972 and 0.000 significant < 0.05. This means that product quality has a positive and significant effect on purchasing decisions. So the first hypothesis can be accepted. The t test on brand image (X2) obtained 14.670 > t table 1.972 and 0.000 significant <0.05. This means that brand image has a positive and significant effect on purchasing decisions. Then the second hypothesis can be accepted. Based on the research, there is a link between product quality and brand image on the purchasing decision of the Lazada online shop. This implies that there is an important role for product quality, brand image on purchasing decisions.

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SCIENTIA JOURNAL Jurnal Ilmiah Mahasiswa

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