PERAN KEPERCAYAAN DAN BRAND IMAGE DALAM PENGAMBILAN KEPUTUSAN PEMBELIAN SECARA ONLINE DI INSTAGRAM

Allicia Deana Santosa, Vivi Indah Bintari, Risna Amalia Hamzah

Abstract


This study aims to determine how much the trust and Brand Image influence on online purchasing decision at Instagram and analyze the most dominant factor in influencing online purchasing decisions on Instagram. The population in this study is the Instagram users who ever make online purchases on Instagram. Samples taken as many as 225 respondents using nonprobability sampling technique with accidental sampling approach, ie sampling technique based on chance, that consumers who use the services of Instagram. The results of this study indicate that all independent variables positive and has significant impact on purchasing decisions through F and T test. R value obtained was 0.615 showed a correlation or relationship between trust and Brand Image on online purchasing decisions, which addressed the relationship is a strong relationship since the R value close to 1, while the value of Adjusted R Square of 0.378 indicates a 37.8% variation decision Instagram purchase can be explained by the two independent variables, the remaining 62.2% is explained by other factors beyond the research.

Keywords:Trust; Brand Image; Online Buying Decision; E-commerce.


Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh kepercayaan dan Brand Imageterhadap keputusan pembelian secara online di Instagram dan menganalisis faktor yang paling dominan dalam mempengaruhi keputusan pembelian di Instagram. Populasi pada penelitian ini adalah pengguna Instagram yang pernah melakukan pembelian secara online pada Instagram. Sampel yang diambil sebanyak 225 responden dengan menggunakan teknik NonProbability Samplingdengan pendekatan accidental sampling, yaitu teknik penentuan sampel berdasarkan kebetulan, yaitu konsumen yang mengunakan jasa Instagram. Hasil penelitian ini menunjukkan bahwa semua variable independen berpengaruh positif dan signifikan terhadap keputusan pembelian melalui uji F dan uji T. Nilai R diperoleh sebesar 0,615 menunjukan korelasi atau hubungan antara kepercayaan dan Brand Imageterhadap keputusan pembelian, dimana hubungan tersebut menujukan sebuah hubungan yang kuat karena nilai R mendekati 1, sedangkan nilai Adjusted R Squaresebesar 0,378 menunjukan 37,8% variasi keputusan pembelian di Instagram dapat dijelaskan oleh kedua variable independen tersebut, sisanya 62,2% dijelaskan oleh faktor-faktor lain diluar penelitian.

 

Kata Kunci:Kepercayaan; Brand Image; Keputusan Pembelian; E-commerce.


Keywords


Trust; Brand Image; Online Buying Decision; E-commerce; Kepercayaan; Keputusan Pembelian

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DOI: https://doi.org/10.37058/jem.v5i1.856

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