Pengaruh Citra Merek, Rating Pelangan, dan Kemudahan Akses Terhadap Keputusan Pembelian pada Tokopedia di Kota Batam

Abstract

This study aims to determine the influence of brand image, customer ratings, and ease of access on purchasing decisions for Cosmos rice cookers on Tokopedia in Batam City. The population used was users who had used Cosmos rice cookers, but the number was uncertain. The sampling technique used the Lemeshow formula with a calculation of 100 respondents using a purposive sampling technique. Data were analyzed using a multiple linear regression model, with data quality testing, classical assumption testing, influence testing, and hypothesis testing. The results of the multiple linear regression analysis showed that brand image had a 32.51% influence on purchasing decisions. Customer ratings had a 24.89% influence on purchasing decisions. Ease of access had a 46.9% influence on purchasing decisions. Test findings using the coefficient of determination (R2) showed that brand image, customer ratings, and ease of access together could explain as much as 73.2% of the variation in purchasing decisions. Furthermore, t-tests and F-tests indicate that brand image, customer ratings, and ease of access, both individually and overall, significantly influence purchasing decisions for Cosmos rice cookers in Batam City.