Pengaruh brand image dan brand awareness terhadap purchase decision produk di marketplace Tokopedia pada karyawan yang bekerja di Jakarta
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Abstract
Online shopping trends are already familiar to the people of Indonesia these days, with many marketplaces available in the country, Tokopedia is one of the pioneers for online shopping marketplace with the feature of buying and selling old and new products becoming unicorn where their brand awareness and brand image with good recognition affected the people to shop there. With research conducted from 428 respondents by convenience sampling in Jakarta with a questionnaire, the result was brand awareness and brand image positively and significantly affected purchase decisions in the Tokopedia marketplace.
Tren belanja online sudah sangat akrab di telinga masyarakat Indonesia saat ini, dengan berbagai macam marketplace yang ada di Indonesia, Tokopedia sebagai salah satu pionir berbelanja online dengan jenis fitur layanan jual beli barang baik baru dan bekas menjadi unicorn yang dimana secara brand awareness dan brand image yang baik membuat masyarakat terpengaruh untuk melakukan pembelian di sana. Dari penelitian yang dilakukan dari 428 responden secara convenience sampling di Jakarta dengan menggunakan kuesioner, didapatkan hasil bahwa brand awareness dan brand image memiliki pengaruh yang positif dan signifikan terhadap purchase decision di marketplace Tokopedia.
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