Analisis Pengaruh Kesadaran Merek dan Persepsi Kualitas Terhadap Niat Pembelian Produk Tokopedia Digital di DKI Jakarta
Daftar Isi:
- The rapid development of e-commerce in Indonesia makes digital product become one of the services offered by e-commerce. At present, Indonesia has various e-commerce offering digital product, one of which is Tokopedia. Tokopedia is known as one of the leading e-commerce in Indonesia. At present, Tokopedia also presents digital product services to keep abreast of payment innovations for various billing products in Indonesia through Tokopedia Digital. Tokopedia Digital is a new business line developed by Tokopedia. Through this, the research was conducted to examine the effect of brand awareness and perceived quality both partially and simultaneously towards purchase intentions. This study utilized by SPSS (Statistical Program for Social Science) as a method of testing the research results. Respondent who were involved in this study, choosen by using the convenience sampling method and amounted to 100 people in the DKI Jakarta area who had ever made Tokopedia Digital product transactions. The hypothesis that obtained in this study are brand awareness has a partial and significant influence on purchase intentions, perceived quality has a partial and significant influence on purchase intentions and brand awareness and perceived quality has a simultaneous and significant influence on purchase intention. Suggestions that can be conveyed in this study are Tokopedia Digital able to increase purchase intention through brand awareness and perceived quality.