The Influence of Brand Image, Perception of Trust, Perceived Convenience and Security Transactions on JD.ID Customer Purchase Decision during the Pandemic Covid 19

Adirinekso, Gidion P. and Purba, John Tampil and Budiono, Sidik and Rajagukguk, Wilson (2021) The Influence of Brand Image, Perception of Trust, Perceived Convenience and Security Transactions on JD.ID Customer Purchase Decision during the Pandemic Covid 19. In: Proceedings of the International Conference on Industrial Engineering and Operations Management Bangalore, India, August 16-18, 2021. IEOM Society International, pp. 365-376. ISBN 978-1-7923-6128-9

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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. Keywords Purchase decisions, Brand Image, Perceptions of trust, Ease and security transaction, Covid-19

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