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

Abstract

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