ANALISIS PENGARUH PERSEPSI NILAI DAN CITRA MERK TERHADAP MINAT BELI GUNA MENINGKATKAN KEPUTUSAN PEMBELIAN KONSUMEN PADA SITUS E-COMMERCE BUKALAPAK

Abstract

Along with the growth of technology, the e-commerce business competition also got affected and getting fiercer. This phenomenon give an impact to Bukalapak that got downgraded from its 1st place on 2015 and decreased number in purchase decision. Based on the consumen behavior, purchase decision is affected by consumers’ purchase intention that is affected by various internal and external factors. This study aims to analyze the effect of perceived value and brand image on increasing purchase decision in e-commerce site, Bukalapak. The relationships between purchase decision, perceived value and brand image are an indirect effect that mediated by purchase intention. Method used in this study is survey method on 150 residents of Semarang who at least has one buying experience in Bukalapak. The survey is done by using a statements questionnaire regarding the variables that were used in this study. Collected quantitative data then processed on AMOS using SEM (Structural Equation Model) method. The results shown that from 5 hypothesis proposed, all of them is accepted Perceived value and brand image have an indirect significant positive impact on purchase decision or is mediated by purchase intention. Perceived value and brand image have a significant positive impact on purchase intention and purchase intention has a significant positive impact on purchase decision.