Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty of Shopee on Consumers’ Purchasing Decisions

Abstract

Shopping through e-commerce is one of the new tools in the current era. Various brands offer the large selection of products or services making shopping through e-commerce like shopping in the city center, but online. Currently, many e-commerce companies are running similar services because e-commerce is important to build a strong brand from the audience and shows the value of the products or services they offer. The aim of the research is to see how significant the influence of Shopee’s brand equity is on consumer purchasing decisions in Indonesia. The research applies a quantitative approach with linear regression analysis to see the causal relationship between variables, with the help of the SPSS 23 application for windows. Data are collected by distributing structured questionnaires online to 100 respondents from various segments of age, gender, and area of residence. The results show that the variables of brand equity including brand awareness, perceived quality, and brand loyalty have an influence on consumer purchasing decisions. However, brand association has no effect on purchasing decision. The most influential variable on purchasing decisions is brand loyalty from all the variables used. Moreover, it is suggested that Shopee application managers should pay more attention to factors that affect brand equity since it has a positive and significant influence on online purchasing decisions.

The Influence of Social Media Marketing and Brand Image on Brand Loyalty and its Impact on Consumer Purchase Decision with Store Atmosphere as A Moderation Variable (Case Study of XYZ Mall)

“…This is supported by the T-Statistic value showing 6.361 which is greater than 1.96 and the P-Values value showing 0.000 which is smaller than 0.05. This is in line with research conducted by (Supiyandi, Hastjarjo, & Slamet, 2022) which states that the variable that has the most influence on purchasing decisions is brand loyalty of all the variables used. In other words, increased brand loyalty will greatly influence purchasing decisions.…”

“…From research by (Supiyandi, Hastjarjo, & Slamet, 2022) states that the variable that has the most influence on purchasing decisions is brand loyalty of all the variables mentioned used. In other words, increased brand loyalty will greatly influence purchasing decisions.…”

An Assessment of Brand Loyalty, Perceived Quality and Price as Antecedents of Purchase Decision: Evidence From Ghana’s Textile Industry

“…The purchase decision is conceptualised as the user's resolve to acquire a product for a specific purpose within a particular period (Chenting & Yue, 2020). Given the forgoing narrative, it can be suggested that purchase decisions can be influenced by key antecedents such as perceived quality, brand loyalty, price (Koech et al, 2023;Mustaghfirin & Ariyanti, 2023;Supiyandi et al, 2022;Walia & Kumar, 2022) as well as the quality of retail services and timing of delivery (Alrawad et al, 2023;Anbumathi et al, 2023). Domingos et al (2022) have argued that purchase decision is associated with the consumer's purchase behaviour which subsequently leads to actual purchase.…”

Development of a Target-Based Configurable Business-to-Business Model for Electronic Wholesale Information System in East Java

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