ANALISIS DAMPAK GRATIS ONGKOS KIRIM DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA E - COMMERCE SHOPEE

  • WISNU YUSDITARA UNIVERSITAS GRAHA NUSANTARA
  • HANNA MEILANI DAMANIK UNIVERSITAS HKBP NOMMENSEN
  • MARTIN LUTER PURBA UNIVERSITAS HKBP NOMMENSEN
  • HENDRIK E.S. SAMOSIR UNIVERSITAS HKBP NOMMENSEN
Keywords: Shipping Cost, Brand Image, Purchase Decision

Abstract

Competition between fellow e-commerce is getting tougher, especially during the covid pandemic because of the limitations
of people to go out of the house, e-commerce buying and selling sites are one of the safest places to buy the products
needed. Public image of the brand and the absence of product delivery costs will affect purchasing decisions.
They conducted the study on 62 respondents using the dummy variable regression method to see their purchasing
decisions. The results show that a good brand image will improve product purchasing decisions while consumers will be
more interested in buying products on the day Shoppe provides many free shipping vouchers.

Published
2022-01-10
How to Cite
YUSDITARA, W., DAMANIK, H., PURBA, M., & SAMOSIR, H. (2022). ANALISIS DAMPAK GRATIS ONGKOS KIRIM DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA E - COMMERCE SHOPEE. JURNAL ILMIAH KOHESI, 6(1), 46-51. Retrieved from https://kohesi.sciencemakarioz.org/index.php/JIK/article/view/326