Track: Modeling and Simulation

Abstract

Abstract 

The purpose of this study is to determine the significance of the effect of Trust and Price on Brand Image and Consumer Decision Making on a new e-commerce platform. the approach used in this research is a quantitative research. The hypothesis testing and the relationship between the independent and dependent variables. The population in this study are the people of Sidoarjo and Surabaya who have made purchase transactions on the gempolklutuk digital business platform, totaling 76 responden. The analytical method used was SEM PLS so that the minimum sample size used was 30 samples (Hair, 1998). The results of the study is Trust has a positive and significant effect on the Brand Image, it is proven that the p value of 0.00 is less than 0.05.The Trust has a positive and significant effect on n Consumer Decision Making it is proven that the p value of 0.00 is less than 0.05.The Price has a positive and significant on Brand Image it is proven that the p value of 0.021 is less than 0.05.The Price has a positive and significant effect on Consumer Decision Making it is not proven that the test results show a p value of 0.07 above 0.05.The Brand Image e has a positive and significant effect on Consumer Decision Making it is not proven that the test results show a p value of 0.926 above 0.05.

Keywords

Trust, Price, Brand Image, Consumer Decision, Digital Business.