PEMBENTUK KEPUTUSAN PEMBELIAN PADA E-COMMERCE
DOI:
https://doi.org/10.25170/wpm.v17i1.7343Kata Kunci:
brand image, promotion, purchase decision, e-commerceAbstrak
This study aimed to examine brand image and promotion on e-commerce purchasing decisions. To achieve this, a total of 82 respondents were recruited, with data collection conducted using purposive sampling method in the Cibinong area. Subsequently, validity and reliability tests were applied to test the variables, and multiple regression was used to test the hypotheses. The results revealed that both brand image and promotion influence consumer purchasing decisions. Notably, the greatest influence on these decisions occurs when e-commerce offers promotions.
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