Abstract:
A new paradigm of customer behavior of shopping context has emerged,
however, the advent of technology which is internet is the factors of
phenomemnon happens. People nowadays shop online in many e-commerce
store that has emerge. LINE Shopping is one of the growing emergence of ecommerce
site as the marketplace or online marketplace. The brand image of
LINE Shopping has already been good since it is the branch or the features of
LINE CORP from Japan, hence, it still has a lower brand image than other ecommerce.
The price offered in the Line Shopping are varies but still
compared with the other e-commerce, LINE Shopping set a higher price
amongst all competitor. The low level of trust that can be seen from the
comparison between active users and total users of LINE still considered as
the problem that can influence customer purchase intention. Hence, the
researcher interested to have a quantitative research on The Influence of Brand
Image, Price and Trust Towards Purchase Intention at LINE Shopping a study
case of President University area. This study used the non-probability
sampling with purposive sampling, 250 respondents were taken part, and the
data was tested by using structural equation modeling (SEM) with SPSS and
AMOS2.2. The result of the findings showed that Brand Image has no
significant influence on purchase intention, while Price has significant
influence on purchase intention and Trust has significant influence on
purchase intention.
