The influence of brand image and brand trust on consumer purchase intention ( case study on e-commerce JD.id )

Abstract

With technology that makes it easy today to carry out the online marketing process, various companies have used the internet as a means to make it easier for people to buy products and products of their partners through online shopping sites. One of which is JD.id. The purpose of this study was to determine consumer perceptions of brand image, brand trust, purchase Intention and their effects simultaneously. The research method used is descriptive and verification with data collection techniques through interviews, observation and questionnaires. The population is e-commerce users and a minimum sample of 100 respondents. The analysis tool uses Multiple Linear Regression Analysis. The results of statistical tests show that there is a simultaneous influence of brand image and brand trust on purchase intention. From these results it is suggested that companies pay more attention to brand image and brand trust so that consumers are more interested and interested in buying products. at JD.id