PENGARUH CITRA MEREK, KEPERCAYAAN, DAN PERSEPSI MANFAAT TERHADAP KEPUTUSAN PEMBELIAN PRODUK LAZADA DI KOTA BATAM

Abstrak

This research aims to analyze the effect of Brand Image, Trust, and Perceived Usefulness
on Purchase Decisions of Lazada products in Batam City. This study employs a quantitative
approach using a survey method, with data collected through questionnaires distributed to
196 Lazada users. The data were analyzed using SPSS version 26 through multiple linear
regression analysis and hypothesis testing. The results show that Brand Image, Trust, and
Perceived Usefulness have a significant effect on Purchase Decisions both partially and
simultaneously. The coefficient of determination indicates that 93.3% of Purchase Decisions
are explained by these variables, while the remaining percentage is influenced by other
factors outside this study. These findings suggest that a strong brand image, high consumer
trust, and perceived usefulness play a crucial role in influencing consumers’ purchase
decisions on Lazada in Batam City.