PENGARUH CITRA MEREK, PERSEPSI HARGA, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN E-COMMERCE SHOPEE PADA SAAT PANDEMI COVID-19

SIDABUTAR, GANDY TUA YOSEP (2023) PENGARUH CITRA MEREK, PERSEPSI HARGA, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN E-COMMERCE SHOPEE PADA SAAT PANDEMI COVID-19. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of brand image, price perception, and lifestyle on purchasing decisions of Shopee e-commerce consumers during the Covid-19 pandemic. The object of this research is Shopee e-commerce consumers in the DKI Jakarta area. This research was conducted on 160 respondents who were taken by the convenience sampling method using a quantitative descriptive approach. Data processing was carried out using Partial Least Square (SmartPLS) analysis version 3.0. Purchase Decision (Y) for Shopee e-commerce consumers during the Covid-19 pandemic can be explained by Brand Image (X1), Price Perception (X2), and Lifestyle (X3) of 71.1%, while the remaining 28.9% is explained by other factors outside the research. The results of this study indicate that by t-test (Boostrapping) Brand Image, Price Perception, and Lifestyle have a positive and significant effect on the Purchase Decision of Shopee e-commerce consumers during the Covid-19 pandemic. Keywords: Brand Image, Perceived Price, Lifestyle, and Consumer Purchasing Decisions Penelitian ini bertujuan untuk mengetahui Pengaruh Citra Merek, Persepsi Harga, dan Gaya Hidup Terhadap Keputusan Pembelian Konsumen E-Commerce Shopee Pada Saat Pandemi Covid-19. Objek penelitian ini adalah konsumen ecommerce Shopee di wilayah DKI Jakarta. Penelitian ini dilakukan terhadap 160 orang responden yang diambil dengan teknik metode convenience sampling dengan menggunakan pendekatan deskriptif kuantitatif. Pengolahan data dilakukan dengan analisis Partial Least Square (SmartPLS) versi 3.0. Keputusan Pembelian (Y) konsumen e-commerce Shopee pada saat pandemi Covid-19 dapat dijelaskan oleh Citra Merek (X1), Persepsi Harga (X2), dan Gaya Hidup (X3) sebesar 71,1%, sedangkan sisanya 28,9% dijelaskan oleh faktor lain di luar penelitian. Hasil penelitian ini menunjukkan bahwa secara uji-t (Boostrapping) Citra Merek, Persepsi Harga, dan Gaya Hidup berpengaruh positif dan signifikan terhadap Keputusan Pembelian konsumen e-commerce Shopee pada saat pandemi Covid-19. Kata Kunci: Citra Merek, Persepsi Harga, Gaya Hidup, dan Keputusan Pembelian Konsumen

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