Abstract

This study aims to determine the effect of brand image, trust perception, ease and security of transactions, and convenience perception on purchasing decisions at JD.ID during the Covid-19 pandemic. The population of this study is consumers who have shopped at JD.ID. The non-probability sampling technique was used in this study, namely accidental sampling with 170 respondents. The data collection method used a questionnaire with google forms distribute to social media. The model used in this research is Partial Least Square Structural Equation Modeling (PLS-SEM). The data processing tool is Smart PLS version 3.2. The results show that brand image, trust perception, and convenience, have a positive and significant effect on purchasing decisions at JD.ID. During the Covid-19 pandemic, the security of transactions only has a positive but not significant effect on purchase decisions.  The other exogenous variable should be considered to include in the research model.