PENGARUH E-SERVICE QUALITY, PRICE, DAN BRAND TRUST TERHADAP PURCHASE INTENTION PRODUK MACHINIST WEARPACK DI TOKOPEDIA (E-COMMERCE)
Abstract
Tujuan penelitian ini adalah untuk mengetahui seberapa besar e-service quality, price, dan brand image terhadap purchase intention produk Machinist Wearpack di Tokopedia. Objek penelitian ini adalah konsumen produk Machinist Wearpack, unit analisisnya pelanggan produk Machinist Wearpack di Tokopedia. Metode penelitian ini adalah deskriptif verifikatif, uji hipotesis, regresi linier berganda, riset teknik pengumpulan data, riset lapangan, kuisioner, riset kepustakaan. Jumlah sampel 99 orang responden. Hasil penelitian dari hasil penelitian didapatkan hasil e-service quality dan price terhadap purchase intention pelanggan berpengaruh positif. Dari hasil penelitian didapatkan hasil brand trust terhadap minat beli pelanggan berpengaruh positif. Didapatkan juga hasil bahwa e-service, price, dan brand trust memberikan pengaruh yang positif pula terhadap purchase intention, dengan itu pelanggan memutuskan untuk membeli produk.
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