Pengaruh Perceived Ease of Use, Perceived Usefulness dan Brand Image terhadap Keputusan Pembelian Produk Digital

Authors

  • Gilang Ahmad Riva'I Institut Komunikasi dan Bisnis LSPR, Indonesia
  • Kirana Sandra Devi Institut Komunikasi dan Bisnis LSPR, Indonesia
  • Chelsea Angelica Institut Komunikasi dan Bisnis LSPR, Indonesia

DOI:

https://doi.org/10.31004/jpdk.v4i5.7173

Abstract

Objek penelitian ini berfokus pada analisis dan mendeskripsikan variabel yang mempengaruhi keputusan pembelian produk digital. Variabel yang menjadi aspek kajian penelitian ini adalah perceived ease of use (persepsi kemudahan), perceived usefulness (persepsi manfaat) dan brand image (citra merek). Penelitian ini termasuk kedalam penelitian kuantitatif dengan pendekatan deskriptif besar sampel 100 responden dengan menggunakan metode purposive sampling. Pengujian hipotesis menerapkan uji analisis regresi linier berganda. Berdasarkan hasil penelitian, ditemukan bahwa keputusan pembelian produk digital dipengaruhi secara signifikan ke arah yang lebih baik (positif) oleh variabel brand image (citra merek) dengan nilai (0.000 < 0.05) dan perceived usefulness (persepsi manfaat) dengan nilai (0.000 < 0.05) dan variabel perceived ease of use (persepsi kemudahan) juga terbukti berpengaruh positif dengan nilai (0.000 < 0.05) dengan nilai Koefisiensi Determinasi (KD) sebesar 70,5%.

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Published

2022-09-30

How to Cite

Riva’I, . G. A. ., Devi, K. S. ., & Angelica, . C. . (2022). Pengaruh Perceived Ease of Use, Perceived Usefulness dan Brand Image terhadap Keputusan Pembelian Produk Digital. Jurnal Pendidikan Dan Konseling (JPDK), 4(5), 3576–3582. https://doi.org/10.31004/jpdk.v4i5.7173

Issue

Vol. 4 No. 5 (2022): Jurnal Pendidikan dan Konseling

Section

Articles

License

Copyright (c) 2022 Gilang Ahmad Riva'I, Kirana Sandra Devi, Chelsea Angelica

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