PENGARUH PROMOSI, CITRA MEREK DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN PENGGUNA APLIKASI BUKALAPAK DI KOTA BATAM

Abstrak

This study aims to determine the effect of promotion, brand image and trust on purchasing decisions of bukalapak application users in Batam City. This research uses quantitative methods. There is also a population of a sample of 100 respondents who use the bukalapak application at least once. The sampling technique used is perposive sampling with certain criteria to be sampled. Data processing using SPSS version 25. The analysis method used in this research is descriptive statistical test, validity test and reliability test, classical assumption test, influence test, hypothesis testing. The analysis results of the study prove that the brand image variable with a significant value of 0.01 <0.05 and a trust variable of 0.02 <0.05 has a positive and significant influence on purchasing decisions, while the promotion variable with a significant value of 0.166> 0.05 does not have a positive and significant influence on purchasing decisions.