THE INFLUENCE OF BRAND IMAGE, PRICE AND SERVICE QUALITY ON TOKOPEDIA CONSUMER BUYING INTEREST (CASE STUDY IN BEKASI)

Sujeni Sujeni; Yuli Maylena; M. Tarmizi; Diddo Adding Adove; Gilang Pranajasakti

doi:10.61167/jumpe.v2i3.168

Authors

Sujeni Sujeni Universitas Muhammadiyah Ahmad Dahlan Cirebon
Yuli Maylena Universitas Muhammadiyah Ahmad Dahlan Cirebon
M. Tarmizi Universitas Muhammadiyah Ahmad Dahlan Cirebon
Diddo Adding Adove Universitas Muhammadiyah Ahmad Dahlan Cirebon
Gilang Pranajasakti Universitas Muhammadiyah Ahmad Dahlan Cirebon

DOI:

https://doi.org/10.61167/jumpe.v2i3.168

Keywords:

Brand Image, Price, Service Quality, Purchase Interest, Tokopedia

Abstract

This research aims to analyze the influence of brand image, price and service quality on the buying interest of Tokopedia consumers in Bekasi. This research uses a quantitative approach with a survey method. Purposive sampling technique was used to select a sample of 97 respondents who were Tokopedia users in Bekasi. Data collection was carried out through a questionnaire consisting of 23 statements. The data analysis technique used is multiple regression analysis with SmartPLS version 3.0 software which is evaluated through the outer model and inner model. The research results show that (1) brand image has a positive and significant effect on purchase interest, (2) price has a positive and significant effect on purchase interest, and (3) service quality has a positive and significant effect on purchase interest.

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