Effect of Ease of Use, Service Quality, Price and Brand Image on Purchase Decision in Tokopedia

Abstract

This research was conducted to determine the relationship between the effect of the ease of use, quality of service, price, brand image to the purchasing decision on the application Tokopedia. The research was carried out for two months, starting three months from October to December 2019. The research method used was a survey method with the approach of causality. The population in this study is randomized, amounting to 219 respondents. Data collection techniques using literature techniques and questionnaires. Data were analyzed using SmartPLS software version 3. PLS (Partial Least Square) with structural equation analysis (SEM). Results showed that each variable has the same influence. These results can be said purchasing decisions made by consumers on applications Tokopedia influenced and based on ease of use, quality of service, and brand image. According to this study, the price does not influence purchasing decisions by consumers on the Tokopedia application.

Keywords: Purchasing Decisions, Ease of Use, Quality of Service, Price, Brand