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P-ISSN: 2808-0467E-ISSN: 2808-5051Homepage: /issANALYZING FACTORS AFFECTING PURCHASE DECISION ONSHOPEE USERS IN BEKASINanda Syahtidar1, Suherman2, M. Edo S. Siregar31Faculty of Economics, State University of Jakarta, Jakarta, Indonesiananda.syahtidar@yahoo.com 2 suherman@feunj.ac.id 3 edosiregar@unj.ac.idPAPER INFOReceived:February 2022Revised:April2022Approved: April2022KEYWORDSABSTRACTBackground: The emergence of information and communicationtechnologies such as the internet has opened up new opportunities for thespread and development of the use of online transactions.Aim: This study aims to determine the influence of brand image, price, wordof mouth, and advertisement to purchase decisions of Shopee users.Method: The method of data collection is using the survey method withLikert-type purposive sampling. The object of this research is 200respondents who are Shopee users in Bekasi. This research used SPSSsoftware version 24 and SEM (Structural Equation Modelling) AMOSversion 24 for data analysis. The fit value of the model with a probabilitylevel of 0.525, CMIN/DF value of 0.988, GFI value of 0.928, AGFI value of0.907, RMSEA value of 0.000, TLI value of 1.001, and CFI value of 1.000.Findings: The result of the hypothesis show: (1) brand image has a positiveand significant effect on purchase decision, (2) price has a positive andsignificant effect on purchase decision, (3) word of mouth has a positive andsignificant effect on purchase decision, (4) advertisement has a positive andsignificant effect on the purchase decision.brand image, price, word of mouth, advertisement, purchase decisionINTRODUCTIONThe widespread use of the internet is not only used by the people of Indonesia as analternative to finding various information, used as a means of communication but by thecommunity is also used to facilitate economic activities. The emergence of information andcommunication technologies such as the internet has opened up new opportunities for thespread and development of the use of online transactions. Reality states that Indonesian peopleare now more and more people who use the internet in other words always increased everytime, the phenomenon makes trading through electronic media or e-commerce more and more(Pratama, 2021). Shopee is one of the few companies that are experiencing development andhas a great opportunity when seeing the reality of increasing internet users in Indonesia.Shopee is a platform or application founded by Forrest Xiaodong Li, with the realm of onlinebuying and selling movements, and can be used through a smartphone or computer. Riyadi(Riyadi, 2019) stated that the product offerings provided by this application are very diverse,ranging from clothing to products that are used to meet people's daily needs.One of the phenomena experienced by Shopee is the decline in purchases and the numberof Shopee users in the first quarter of 2021. Iqbal (2021) explained that in March 2021 inIndonesia Shopee experienced a drastic decrease in the number of uses and purchases on theplatform, so Shopee ranked second only to its competitor Tokopedia, with 117 million monthlyvisitors and recorded a mastery of its marketplace traffic of 29.73%. Unlike Tokopedia, this860Interdisciplinary Social Studies 2022 by International Journal Labs is licensed under CC BY-SA 4.0
Analyzing Factors Affecting Purchase Decision on Shopee Users in Bekasionline shopping application in March 2021 ranked number one with 126.4 million visitors anda portion of traffic of 33.07% in Indonesia.Marlius (2017) explained that the important thing for online buying and selling companiesthat must be considered and remembered is the decision of consumers in making purchases, itis said to be important because based on certain reasons, the purchase will be used as aconsideration by the company in executing the next marketing strategy. According to Suhari(2008) the decision to buy someone will be made by involving several considerations, namelyalternative evaluation, information search, and introduction of needs. The three considerationsare influenced by certain factors, namely such as internal consumer factors, namelypsychological conditions that exist in consumers, then external factors that include the socialand cultural environment in which the consumer is social and influenced. stimuli of consumerself-marketing. Ramli (2020) stated that purchasing satisfaction significantly affects and isrelated to the business performance of a company. Therefore, it proves that customer purchasedecisions are an advantage that the company has in improving business performance andobtaining competitive value in the market. In purchasing services and goods, consumers willbe influenced by certain factors. Among others are, the influence of advertising that serves, thebrand image attached to the product, word of mouth, and price.Brand image by Tanady & Fuad (2020) is understood as something that is considered tohave a high urgency in the company's life, it must be considered because it can affect theattitude of consumers when they want to make a decision to buy a company products or viceversa. Brand image is defined as a representation or image of a consumer in compressing aparticular brand on the willingness of existing information and consumer experience of aparticular brand.Another thing that needs to be considered by Armstrong et al (2014) is also emphasized,namely the price of goods. The urgency of product prices in the dynamics of the company isimportant to note because the price can increase the desire of buyers to make purchasingdecisions on a particular item or product. In simple terms, the price can be understood as thenominal money set for the goods and services produced. But it can also be understood as thetotal exchange rate for a particular good or service to meet the needs of the consumer.Lay (2019) explained that the word of mouth made by customers is able to give influencecustomers in deciding their purchase desires for a particular product. If viewed in terms ofdefinition, that word of mouth is understood as a form of conversation that leads to elementsof product marketing in an informal realm, technically word of mouth can occur using writing,and can also occur verbally, namely in the form of advice or experience owned by a consumeron a particular product.Based on the affirmation expressed by Armstrong et al. (2014) that the position ofadvertising in the dynamics of the company is very important because advertising will affectthe improvement of consumer decisions in purchasing a particular product. Advertising ifviewed from other definitions is understood as all forms of non-personal presentation andpromotion of goods, ideas, and services by paying for the advertising from the sponsor.Based on the background above, the purpose of this study is to find out the influence ofbrand image on Shopee user purchase decisions in Bekasi, the influence of prices on Shopeeuser purchase decisions in Bekasi, the influence of word of mouth on Shopee user purchasedecisions in Bekasi, and the influence of advertising on Shopee user purchase decisions in861Interdisciplinary Social Studies, 1(7), Apr 2022
Analyzing Factors Affecting Purchase Decision on Shopee Users in BekasiBekasi. It is expected to give more insight into how Shopee affects people in terms of economicaspects, especially the purchase decision.HypothesisBased on the background and theory underlying the research, the hypothesis of this studyis as follows:H1: Brand Image has an influence on purchase decisionsH2: Price has influence over purchase decisionsH3: Word of Mouth has an influence on purchase decisions.H4: Advertisement has an influence on purchase decisions.METHODThe place to be chosen for data collection is Bekasi. This research uses survey methods asan effort to collect field data, namely using research instruments that have previously beenmade and then distributed in the form of online questionnaires. This research establishes thatpeople who are domiciled in Bekasi and have used Shopee's online shopping apilikasi to shopat least once in the past year as a research sample. The timing of this research is from Octoberto November 2021. This research uses purposive sampling as a sampling technique.Furthermore, as many as 200 respondents by researchers were determined as the total sampleof research. Such a sample dose is in line with the affirmation of the total sample in the theoryinitiated by Hair et al. (2018), which sets the sample size of 100-200 if using analysis ofstructural modeling type or familiarly known as SEM analysis.RESULTS AND DISCUSSIONValidity TestThis test is functionally used as an alternative to determining the validity level of a researchquestionnaire. Referring to the idea of Malhotra et al. (2017) that the purpose of validity is toconfirm the significance of the correlation between one variable and another. By conducting avalidity test, researchers are able to find out the validity or feasibility of the statement items ofeach variable performed in the study. By using factor analysis, the correlation that existsinvalidity can be known. This research uses factor analysis Exploratory Factor Analysis oroften abbreviated as EFA and factor analysis Confirmatory Factor Analysis is known as theabbreviation CFA.Each variable contained in the study has a loading factor number that represents. Indetermining the value of factor loading based on the total sample in the study. The loadingfactor value guidelines contained in the EFA are based on the number of samples used in theresearch, in more detail, namely as written in the table below:Table 1. Significant Loading Value EFA Based on Sample CountFactor Loading0.300.350.40862Sample Count350250200Interdisciplinary Social Studies, 1(7), Apr 2022
Analyzing Factors Affecting Purchase Decision on Shopee Users in 0Source: Hair et al., (2018)Reliability TestMatondang (2009) explained that this test is functionally used to see the level of confidencein the results of several measurements of a single subject in the same. As long as the measuredsubject does not change from the previous one, then the results obtained for the measurementaction are the same. Reliably a questionnaire can be understood when the answer to thequestionnaire is known to be consistent even though the questionnaire is distributed at the sametime.This research uses Cronbach's Alpha method as an alternative to looking at the reliabilityof questionnaires, namely by using certain limits in the test. The results of the reliability testaccording to Priyatno (2010) are declared not good if the number found shows 0.6 if a numberof 0.7 is found then the reliability is accepted, while the result of 0.8 can be interpreted as agood questionnaire.Table 2. Brand Image EFA TestNameCM1CM3CM4CM5CM6CM2FactorLoadingShopee is a reliable online store0.904Shopee is a satisfying online store0.865Shopee is an online store that has a good reputation0.862I feel that Shopee is already known by many people0.843I feel that Shopee has a prestigious image0.727Shopee is an interesting online store0.711Source: Data processed by researchersStatementCronbach’sAlpha0.898Based on the brand image variable table, the loading factor value found in allquestionnaires showed a figure of more than 0.40. The result can be interpreted that nodimensions are formed and no indicators are omitted, then all indicators are declared valid. Inthe reliability test table, it is shown that the results of each variable meet reliable requirements,such an affirmation is due to all existing variables declared to have a good Cronbach's Alphavalue.863Interdisciplinary Social Studies, 1(7), Apr 2022
Analyzing Factors Affecting Purchase Decision on Shopee Users in BekasiTable 3. Price EFA TestNameHA2HA3HA1FactorLoadingStatementThe products contained in this Shopee store have0.940competitive prices with other online stores.The price of the product at Shopee is in accordance0.897with its qualityProducts available at Shopee have affordable prices0.892Source: Data processed by researchersCronbach’sAlpha0.895Based on the brand image variable table, the loading factor value found in all instrumentsshows a number of more than 0.40. The result can be interpreted that no dimensions are formedand no indicators are omitted, then all indicators are declared valid. In the reliability test table,it is shown that the results of each variable meet reliable requirements, such an affirmation isdue to all existing variables declared to have a good Cronbach's Alpha value.Tabel 4. EFA Word of Mouth TestNameWM4WM2WM1WM3FactorLoadingStatementI say positive things about this online store brand toothersI often tell people about the positive experiences Ihave had with this Shopee online store.I would recommend Shopee products to someonewho asks for my adviceBecause of my experience with Shopee, I tried topersuade friends, family, and colleagues to switch tothis online store brand.Source: Data processed by 746Based on the word of mouth variable table, the loading factor value found in all instrumentsshows a number of more than 0.40. The result can be interpreted that no dimensions are formedand no indicators are omitted, then all indicators are declared valid. In the reliability test table,on the reliability test table, it is shown that the results of each variable meet reliablerequirements, such affirmations are caused by all existing variables declared to have a goodCronbach's Alpha value.Table 5. EFA Ad TestNameStatementIK1Shopee ad theme is interesting or uniqueShopee's advertising style delivered in any mediacaught my Alpha0.903Interdisciplinary Social Studies, 1(7), Apr 2022
Analyzing Factors Affecting Purchase Decision on Shopee Users in BekasiIK3IK4IK8IK7IK5IK2Persuasive Shopee ad messagesMusic or accompaniment songs according to ShopeeadsShopee ad message caught my attentionShopee ads remind me of the advanced Shopeeonline applicationShopee ads provide information to meShopee ad stars attract attentionSource: Data processed by researchers0.8360.7790.7250.7140.7070.645Based on the ad variable table, the loading factor value found in all instruments shows anumber of more than 0.40. The result can be interpreted that no dimensions are formed and noindicators are omitted, then all indicators are declared valid. In the reliability test table, on thereliability test table, it is shown that the results of each variable meet reliable requirements,such affirmations are caused by all existing variables declared to have a good Cronbach's Alphavalue.NameKP2KP1KP3Table 6. EFA Test of Purchasing DecisionsFactorStatementLoadingI decided to shop at Shopee to fulfill my wish0.900I decided to shop at Shopee to meet my needs0.897I decided to shop at Shopee because I believe in0.886these products.Source: Data processed by researchersCronbach’sAlpha0.874Based on the purchase decision variable table, the loading factor value found in allinstruments shows a number of more than 0.40. The result can be interpreted that no dimensionsare formed and no indicators are omitted, then all indicators are declared valid. In the reliabilitytest table, the results of each variable meet reliable requirements, such affirmations are due toall existing variables declared to have a good Cronbach's Alpha value.Confirmatory Factor Analysis (CFA) TestThis test is used to analyze existing research variables, namely trying to identify thepresence or absence of a relationship that is built from some of the research variables used, tofind out it then a correlation is done. In addition, the test was held to confirm the compatibilityof the measurement model with the research hypothesis. The results of the CFA research modeloutput are described below.865Interdisciplinary Social Studies, 1(7), Apr 2022
Analyzing Factors Affecting Purchase Decision on Shopee Users in BekasiFigure 1. Full Model SEMSource: Data processed by researchersTable 7. EFA Test of Purchasing DecisionsIndexCut off ValueResultModel EvaluationP 0.050.027Lack of FitCMIN/DF 2.001.183FittedGFI 0,900.903FittedAGFI 0,900.880Lack of FitRMSEA 0.080.030Lack of FitTLI 0.950.993FittedCFI 0.950.985FittedSource: Data processed by researchersThis test is carried out with the aim of seeing the suitability of the requirements on theresearch variables that have been established before entering the next test stage. Based on theresults found after the full model test was conducted, it was declared not appropriate, thisaffirmation was caused by the discovery of the non-fulfillment of the conditions in the existingindex, namely that the value of P is equal to 0.027, the value of AGFI is equal to 0.880, andthe value of RMSEA is equal to 0.030. Therefore, adjustments are needed so that models thatfit the index criteria can be found by researchers, in this way, a new hypothesis test can bedone.Fitted ModelThe researchers here re-modify existing models by removing some indicators that havehigh error correlation values and the indicators that most often appear in accordance with theguidelines for output modification indices and goodness of fit. Based on these references, alatent construct model is obtained such as in figure 3.866Interdisciplinary Social Studies, 1(7), Apr 2022
Analyzing Factors Affecting Purchase Decision on Shopee Users in BekasiFigure 2. Fitted Model SEMSource: Data processed by researchersTable 8. EFA Test of Purchasing DecisionsIndexCut off ValueResult Model EvaluationP 0.050.532FittedCMIN/DF 2.000.988FittedGFI 0,900.928FittedAGFI 0,900.907FittedRMSEA 0.080.000FittedTLI 0.951.001FittedCFI 0.951.000FittedSource: Data processed by researchersBased on the fitted tests that have been done on this model, the discovery of the value ofP is equal to 0.532, the value of CMIN / DF is equal to 0.988, the GFI value is equal to 0.928,the value of AGFI is equal to 0.907, the value of RMSEA is equal to 0.000, the value of GFIis equal to 0.928, the value of AGFI is equal to 0.907, the value of RMSEA is equal to 0.000,the value of GFI is equal to 0.928. TLI is equal to 1,001, and the CFI value is equal to 1,000,thus the research model is declared fit or appropriate.867Interdisciplinary Social Studies, 1(7), Apr 2022
Analyzing Factors Affecting Purchase Decision on Shopee Users in BekasiHypothesis TestingTable 9. The Results of Hypothesis TestingFreeBoundC.R.StandardizedResultHypothesis Variables Variables (t-value) PRegression Hypothesis TestWeightsH1BrandImage PurchasingDecision3.440***0.203AcceptedH2Price Purchasing5. 330Decision***0.341AcceptedH3Word ofMouth urchasing entDecision4.234***0.303AcceptedH4Source: Data processed by researchersThis test may refer to the p-value generated in its regression weight. The p-value must be 0.005 or a CR value of 1.96. Values that meet p-value and CR can be said to be acceptedhypotheses and there is a significant relationship between constructs. After being tested for thehypothesis, it turns out that the p-value and CR value meet the reference used. So, it can beconcluded that the entire relationship is said to have positive results and significance betweenconstructs.The p-value generated at regression weight will be a reference. The p-value criteria mustbe 0.05 or the C.R. (Critical Ratio) value of 1.96. If the value obtained has met the p-valueand C.R. (Critical Ratio), then the hypothesis can be said to be accepted and there is asignificant relationship. After analyzing primary data on brand image, price, word of mouth,and advertising of consumer purchasing decisions on Shopee in Bekasi. Then the conclusionsthat can be drawn are as follows:1) H1: The brand image variable or symbolized by X1, significantly gives a positive effecton purchasing decisions or symbolized by Y. Based on testing, standardized regressionweights of 0.203 were found. The figure can be interpreted that the relationshipbetween brand image and purchasing decisions directly affects, the influence given is20.3% or also written with a decimal number of 0.203, while the critical ratio numberis 3,440 which means there is a significant influence, and the value of P or probabilityis 0.000, thus it has met the criteria P which is obtained the number 0.05. Theconclusion is that H1 is declared by the accepted researcher;2) H2: The price variable or symbolized by X2, significantly gives a positive effect onpurchasing decisions or symbolized by Y. Based on the test, it was found that thestandardized regression weights value of 0.341 which means that the relationshipbetween the price and the purchase decision directly affects with a percentage of868Interdisciplinary Social Studies, 1(7), Apr 2022
Analyzing Factors Affecting Purchase Decision on Shopee Users in Bekasi34.1% or if it is reduced to 0.341, and a critical ratio of 5.330 which means there is asignificant influence, and the value of P or probability is 0.000, thus it has met criterionP where the number 0.05 is obtained. The conclusion is that H2 is declared by theaccepted researcher;3) H3: The word of mouth variable or symbolized by X3, significantly gives a positiveeffect on purchasing decisions or symbolized by Y. Based on the test, it was found thatthe standardized regression weights value of 0.329, the figure carries the meaning thatthe relationship between word of mouth and purchasing decisions directly affects witha percentage of 32.9% or if it is maximized to be 0.329, and a critical ratio of 4.774which means there is a significant influence, and the value of P or probability is 0.000,thus it has met the criteria P which obtained the number 0.05. The conclusion is thatH3 is declared by the accepted researcher;4) H4: The advertising variable or symbolized by X4, significantly gives a positive effecton purchasing decisions or symbolized by Y. Based on testing, it was found that thestandardized regression weights value of 0.303, the figure means that the relationshipbetween advertising and purchasing decisions directly affects with a percentage of30.3% or if it is reduced to 0.303, and a critical ratio of 4.234 which means there is asignificant influence, and the value of P or probability is 0.000, thus it has met criterionP where the number 0.05 is obtained. The conclusion is that H3 is stated by theaccepted researcher.Brand Image of Purchasing DecisionsBased on findings in the field, the brand image variable against the purchase decision withstandardized regression weights is equal to 0.203, while the Critical Ratio value or known bythe abbreviation C.R is equal to 3,440 and is expressed 1.96, then the value of P or probabilityis 0.000 thus it has met the criteria P which is obtained the number 0.05. This fact means thatthe first hypothesis with the sound of a mere image significantly exerts a positive influence onthe purchase decision is declared accepted in this case. This fact is in line with the research ofSolihin et al. (2021) and in line with Ristanti & Iriani’s (2020) research that brand imagesignificantly has a positive influence on consumer purchasing decisions.The above findings can be concluded, if the company's image is considered good and ableto captivate the hearts of consumers, then consumer interest in the company's products willarise and consumers will buy products with the same brand issued by the company. The advicefrom the above statement is that Shopee is expected to improve its brand image in order toimprove consumers' views of Shopee.Price to Purchase decisionBased on findings in the field, the price variable against the purchase decision withstandardized regression weights is equal to 0.341, while the critical ratio value or known bythe abbreviation C.R is equal to 5,330 and is expressed 1.96, then the value of P or probabilityis 0.000 thus it has met the criterion P where the number 0.05 is obtained. This fact meansthat the second hypothesis with a price sound significantly exerts a positive influence on thepurchase decision is declared acceptable in this case. This fact is in line with Puspita &869Interdisciplinary Social Studies, 1(7), Apr 2022
Analyzing Factors Affecting Purchase Decision on Shopee Users in BekasiSuryoko's research (2017) and in line with Sari & Yuniati's research (2016) that pricesignificantly affects consumer purchasing decisions.The conclusion of the above statement is that when consumers see the price owned byShopee is reasonable, then consumer interest in the company's products will arise andconsumers will buy products with the same brand issued by the company. The advice from theabove statement is that Shopee is expected to be able to improve the performance the qualityof its services so that consumers feel the price they pay is appropriate or reasonable.Word of Mouth to Purchase DecisionsBased on the findings in the field, the word of mouth variable against the purchase decisionwith standardized regression weights is equal to 0.329, while the Critical Ratio value or knownby the abbreviation C.R is equal to 4.774 and is expressed 1.96, then the value of P orprobability is 0.000 thus it has met the criteria P which is obtained the number 0.05. This factmeans that the third hypothesis with the sound of word of mouth significantly exerts a positiveinfluence on the purchase decision is declared accepted in this case. This fact is in line withAries & Sunarti’s research (2018) and in line with Nuprilianti & Khuzaini’s (2016) researchthat word of mouth significantly affects consumer purchasing decisions.The conclusion of the above statement is that the word of mouth made by consumers isable to settle purchasing decisions from other consumers against products from a brand. Theadvice from the above statement is that Shopee needs to create a new strategy so that consumerswant to convey information about Shopee to others.Advertising against purchasing decisionsBased on the findings in the field, the advertising variable for the purchase decision withstandardized regression weights is equal to 0.303, while the critical ratio value or known bythe abbreviation C.R is equal to 4,234 and is expressed 1.96, then the value of P or probabilityis 0.000 thus it has met criterion P where the number 0.05 is obtained. This fact means thatthe fourth hypothesis with the sound of advertising significantly exerts a positive influence onthe purchase decision is declared acceptable in this case. This fact is in line with Setiawan &Rabuani's research (2019) and in line with Yunita's research (2012) that advertisingsignificantly affects consumer purchasing decisions.The conclusion of the above statement is that advertising is persuasive and able to fosterconsumer interest in the product and can increase the decision of the ministry to buy a particularcompany's products. The advice from the above conclusion is that Shopee needs to improvethe delivery of information in the promotions carried out so as to attract the attention of Shopeeconsumers.CONCLUSIONBased on the findings in the field, a significant positive influence is given brand imageover consumer decisions in buying a product through Shopee. This states that the consumer'sdecision to buy a product will be maximized along with the good brand image of the product.Field facts show that a significantly positive influence is given the price on consumer decisionsin buying a product through Shopee. This fact means that the more reasonable the nominalprice set on a product, the more optimal the consumer's decision to buy the product. Field facts870Interdisciplinary Social Studies, 1(7), Apr 2022
Analyzing Factors Affecting Purchase Decision on Shopee Users in Bekasishow that significantly positive influence is given word of mouth on consumer decisions inbuying a product through Shopee. This fact means that word of mouth is done well, able tomaximize consumer decisions to buy products. Field facts show that a significantly positiveinfluence is given advertising on consumer decisions in buying a product through Shopee. Thisfact means that the product is advertised with attractive packaging, then the decision ofconsumers to buy the product is getting maximum.REFERENCESArmstrong, Gary, Adam, Stewart, Denize, Sara, & Kotler, Philip. (2014). Principles ofmarketing. Pearson Australia.Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate data analysis (8.b.). Harlow: Cengage Learning.Iqbal, M. (2021). Bukan Shopee, ini juara marketplace RI di kuartal I/2021.Marlius, Doni. (2017). Keputusan pembelian berdasarkan faktor psikologis dan bauranpemasaran pada PT. Intercom Mobilindo Padang. Jurnal Pundi, 1(1).Matondang, Zulkifli. (2009). Validitas dan reliabilitas suatu instrumen penelitian. JurnalTabularasa, 6(1), 87–97.Nuprilianti, Nanda Purnama, & Khuzaini, Khuzaini. (2016). Pengaruh personal selling, brandimage, word of mouth terhadap keputusan pembelian mobil. Jurnal Ilmu Dan RisetManajemen (JIRM), 5(1).Priyatno, Duwi. (2010). Teknik mudah dan cepat melakukan analisis data penelitian denganSPSS dan tanya jawab ujian pendadaran. Yogyakarta: Gaya Media, 1.Puspita, Rahmilla Chairani, & Suryoko, Sri. (2017). Pengaruh Iklan, Harga, dan KepercayaanMerek Terhadap Keputusan Pembelian Kosmetik Revlon (Studi Pada Mahasiswa S1Universitas Diponegoro). Jurnal Ilmu Administrasi Bisnis, 6(3), 418–425.Ramli, Yanto. (2020). Pengaruh Keputusan Pembelian Terhadap Kinerja Bisnis Industri PupukOrganik. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 5(2),211–222.Ristanti, Annisa, & Iriani, Sri Setyo. (2020). Pengaruh Kualitas Produk Dan Citra MerekTerhadap Keputusan Pembelian Konsumen Nature Republic Di Surabaya. Jurnal IlmuManajemen, 8(3), 1026–1037.Riyadi, H. (2019). Apa itu Sho
spread and development of the use of online transactions. Aim: This study aims to determine the influence of brand image, price, word of mouth, and advertisement to purchase decisions of Shopee users. Method: The method of data collection is using the survey method with Likert-type purposive sampling. The object of this research is 200
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