The Role of Purchase Intention THE ROLE OF PURCHASE INTENTION ON THE EFFECT OF CORPORATE IMAGE, CSR, PROMOTION AND BRAND IMAGE ON TOKOPEDIA PURCHASE DECISIONS IN SURABAYA AND SIDOARJO
DOI:
https://doi.org/10.55687/ste.v5i3.40Keywords:
Online shopping, promotion, CSR, corporate image, brand image, Purchase intention, purchase decisionAbstract
ABSTRACT
Online hoping is now prevailing in Indonesia, especially the Tokopedia. Many people have got involved in this business. This study attempts to investigate the role of purchase intention of being the mediator of the effect of company image, CSR, promotion, and brand image on purchase decision. This is quantitative study using 123 respondents from Surabaya and Sidoarjo regencies, Indonesia. The data were collected using Likert scale with the questionnaires distributed to the respondents.. They were analyzed using PLS statistical tool. The results shows that purchase intention can mediate the effect of promotion and brand image on purchase decision. However, purchase intention in fact, does not mediate the effect of corporate image and CSR on purchase decision. For that reason, in order to increase the purchase decision, the online businesses or companies should pay attention to the importance of the role of purchase intention on the effect of promotion and brand image
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