INFLUENCE OF BRAND IMAGE, PRICE, AND PRODUCT QUALITY ON PURCHASE DECISION ON LAZADA E-COMMERCE

This study examines the relationship between the variables of Brand Image, Price, and Product Quality on Purchasing Decisions with E-commerce Lazada as its object. Brand Image is a perception from consumers regarding all information about a brand, Price is a unit of value that is used as a benchmark for business actors selling products or services to be borne by buyers, Product Quality is the ability of the product to perform its functions, and Purchasing Decisions are an idea of individuals in processing, evaluating and finally being able to make a decision on one or more products. The data used is primary data with Lazada E-commerce users as respondents, especially Jakarta State University students. The conclusion of this study, there is a significant relationship between the variables Brand Image, Price, and Product Quality on Purchasing Decisions.