Impact Brand Image, Perceived Usefullness And Perceived Ease Of Use On Purchase Decisions On Lazada

Wawan Haryanto; Slamet Maryoso; Dian Indah Sari

doi:10.63922/ijebir.v5i04.4006

Wawan Haryanto Fakultas Ekonomi dan Bisnis, Universitas Bina Sarana Informatika
Slamet Maryoso Fakultas Ekonomi dan Bisnis, Universitas Bina Sarana Informatika
Dian Indah Sari Fakultas Ekonomi dan Bisnis, Universitas Bina Sarana Informatika

DOI: https://doi.org/10.63922/ijebir.v5i04.4006

Keywords: Keywords: Brand Image, Perceived Usefulness, Perceived Ease of Use, Purchase Decision

Abstract

ABSTRACT

This study aims to analyze the influence of Brand Image, Perceived Usefulness, and Perceived Ease of Use on Purchase Decisions on Lazada. This research falls into the quantitative category, where all information will be analyzed using descriptive statistics. Data collection methods used in this study included questionnaires and a literature review. Data were obtained by administering questionnaires to 50 respondents in Bekasi City, Indonesia. The data analysis in this study employed descriptive analysis techniques. IBM SPSS 25 software was used for data analysis. Tests conducted to process the data included classical assumption tests, linear regression analysis, and hypothesis testing techniques. The conclusions drawn from the above discussion are as follows: Brand Image has a significant individual influence on Purchase Decisions on Lazada. The Perceived Usefullness Variable Does Not Have A Significant Impact On The Purchase Decision Variable On Lazada. Ease of Use has a positive and significant impact on Purchase Decisions on Lazada individually. Brand Image, Perceived Usefulness, and Ease of Use simultaneously have a significant influence on Purchase Decisions on Lazada.

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