THE INFLUENCE OF BRAND IMAGE, PRICE AND TRUST TOWARDS PURCHASE INTENTION AT LINE SHOPPING IN PRESIDENT UNIVERSITY AREA

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.