The influence of brand image, product quality, and trust on fashion consumer purchase decisions on Shopee
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Abstract
This research aims to analyze the influence of brand image, product quality, and trust on fashion consumers' purchasing decisions in the Shopee marketplace, particularly at the Missyshop store in Makassar City. Using a quantitative approach, this study employs multiple linear regression analysis to examine the impact of the independent variables on the dependent variable. The sample consists of 160 respondents who are active consumers of Missyshop on Shopee, with the sample size determined using the Malhotra formula. Data collected through an online questionnaire were analyzed using SPSS version 29. The findings reveal that brand image, product quality, and trust all have a positive and statistically significant effect on consumer purchase decisions, as indicated by significance values of less than 0.001. These results highlight the importance of enhancing brand image, ensuring high product quality, and fostering consumer trust in driving consumer behavior on e-commerce platforms. The findings are consistent with previous studies which emphasized the role of product quality and trust in shaping consumer satisfaction. However, this study also acknowledges limitations, such as the potential response bias from a sample of active Shopee users. Future research is recommended to expand the sample size and explore additional factors such as pricing, user reviews, and digital marketing effectiveness to improve generalizability.
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