Purchase Decision Process of Domain .id

Abstract

--This research is aimed to examine the influence of price and service quality towards brand image and its impact on the purchase decision process domain .id. The secondary data are derived from the statistical data of the users of ccTLD (country code Top Level Domain) mainly during the year 2014-2015. This is a survey research using a list of guided questionnaires to collect primary data. The Structural Equation Modeling (SEM) is employed as the data analytical methods in this research. The population of this research is the users of domain .id. This research applies convenience-sampling technique and the sample size is 385 respondents. This research uncovers that, simultaneously, price and service quality have significant influence on brand image of domain .id. Price has been proven to have greater contribution compared to the contribution of service quality on the value of brand image. Furthermore, it shows that price, service quality, and brand image simultaneously influence purchase decision process. In this case, service quality contributes the most on the value of purchase decision process of domain .id.