Pengaruh Perilaku Konsumen dan Citra Merek Terhadap Keputusan Pembelian Pada Situs Jd.id

Abstract

The purpose of this study was to examine the effect of consumer behavior and brand image on consumer purchasing decisions of JD.ID. The research method used in this study is quantitative with primary data collection technique using a questionnaire with google form which is distributed to 130 respondents who are DKI Jakarta residents, have a smartphone and have purchased things in JD.ID. The analytical tool used is Multiple Linear Regression Analysis using SPSS 25. The results of this study are: (1) consumer behavior has a significant positive effect on purchasing decisions, and (2) brand image has a significant positive effect on purchasing decisions.

Keywords: Consumer Behavior, Brand Image, Purchase Decision, JD.ID, DKI Jakarta