Pengaruh Brand Image Dan Perceived Value Terhadap Keputusan Menggunakan Aplikasi Bukalapak Dengan Dimediasi Oleh Trust Di Kota Palembang
Keywords:
Brand Image, Price Perceived Value, Intention to Use, Trust
Abstract
The purpose of this study is to examine the impact of brand image and perceived value on the intention to use the Bukalapak e-commerce platform, with trust serving as a mediating variable, specifically in Palembang. Data was gathered via a poll of 200 participants who are active users of Bukalapak. The findings indicate that brand image and perceived value significantly influence intention to use, both directly and indirectly via trust. The direct influence of brand image on intention to use is 0.40, whereas the direct influence of perceived value is 0.35. Furthermore, trust functions as a mediator that enhances the impact of both variables on intention to use, exhibiting indirect effects of 0.26 for brand image and 0.21 for perceived value. An R² score of 0.70 signifies that the model accounts for 70% of the variability in intention to use. This research advances consumer behaviour theory in e-commerce and offers strategic advice for organisations to improve competitiveness and client loyalty
References
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[4] R. Bulkis, D. Noermijati, and A. Puspaningrum, “Purchasing Decisions of Coffee in the Pesen Kopi: A Consumer Behavior Approach,” Int. J. Bus. Manag., vol. 9, no. 6, 2021, doi: 10.24940/theijbm/2021/v9/i6/bm2106-053.
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[12] H. Zhang, “E-Commerce Enterprise Brand Image, Seller’s Reputation and Consumers’ Purchasing Intention: Basis for Online Buying Platform Improvement Framework,” Int. J. Res. Stud. Manag., vol. 11, no. 6, 2023, doi: 10.5861/ijrsm.2023.1071.
[13] M. A. Fatah and M. J. Arsyad, “The Effect of Viral Marketing and Brand Image on Purchase Decisions Through E-Trust,” Econ. Bus. J., vol. 1, no. 1, pp. 9–16, 2022, doi: 10.47353/ecbis.v1i1.2.
[14] S. Ling, C. Zheng, and D. Cho, “How Brand Knowledge Affects Purchase Intentions in Fresh Food E-Commerce Platforms: The Serial Mediation Effect of Perceived Value and Brand Trust,” Behav. Sci. (Basel)., vol. 13, no. 8, p. 672, 2023, doi: 10.3390/bs13080672.
[15] K.-S. Kang, “Strategic Orientation, Integrated Marketing Communication, And Relational Performance in E-Commerce Brands: Evidence From Japanese Consumers’ Perception,” Bus. Commun. Res. Pract., vol. 4, no. 1, pp. 28–40, 2021, doi: 10.22682/bcrp.2021.4.1.28.
[16] H. B. Linus, I. A. Gisip, and H. Guililing, “Brand Loyalty of Millennials to Online Fashion Brands; E-Commerce Sites in Kota Kinabalu, Sabah,” Int. J. Acad. Res. Bus. Soc. Sci., vol. 12, no. 11, 2022, doi: 10.6007/ijarbss/v12-i11/15712.
[17] R. A. Qadri, “Impact of EWOM on Purchase Intentions by Mediating Brand Image, Satisfaction and Trust in E-Commerce in Indonesia,” Wiga J. Penelit. Ilmu Ekon., vol. 13, no. 2, pp. 138–152, 2023, doi: 10.30741/wiga.v13i2.1128.
[18] S. Bonfilio, “How Image and Trust Determine Preference: The Case of Kaskus, OLX, and Tokopedia,” J. Ekon. Perusah., vol. 29, no. 1, pp. 31–50, 2022, doi: 10.46806/jep.v29i1.839.
[19] A. A. Nikmatulloh and A. Wijayanto, “Pengaruh Kesadaran Merek, Kepercayaan, Dan Harga Terhadap Minat Beli Online Pada Marketplace Bukalapak (Studi Pada Pengguna Bukalapak Di Kota Semarang),” J. Ilmu Adm. Bisnis, vol. 10, no. 1, pp. 837–848, 2021, doi: 10.14710/jiab.2021.29832.
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[24] D. F. Purnamabroto, N. Susanti, and I. B. Cempena, “The Influence of Word of Mouth, Service Quality, and Brand Image on Consumer Loyalty Through Brand Trust in PT. Virama Karya (Persero) Surabaya,” Int. J. Econ. Bus. Manag. Res., vol. 06, no. 08, pp. 89–107, 2022, doi: 10.51505/ijebmr.2022.6807.
[25] N. PARAMANANDA, “The Role of Brand Image in Mediating the Influence of Green Marketing on the Decision to Purchase Galloon Packaged Mineral Water From the Aqua Brand,” Int. J. Environ. Sustain. Soc. Sci., vol. 4, no. 6, pp. 1684–1689, 2023, doi: 10.38142/ijesss.v4i6.894.
[26] J. Singh, S. Kalafatis, and L. Ledden, “Consumer Perceptions of Cobrands: The Role of Brand Positioning Strategies,” Mark. Intell. Plan., vol. 32, no. 2, pp. 145–159, 2014, doi: 10.1108/mip-03-2013-0055.
[27] M. A. Khan, S. Hashim, A. Iqbal, M. Y. Bhutto, and G. Mustafa, “Antecedents of Halal Brand Equity: A Study of Halal Food Sector of Malaysia,” J. Islam. Mark., vol. 13, no. 9, pp. 1858–1871, 2021, doi: 10.1108/jima-01-2021-0012.
[28] K. Chung, C. Youn, and 이유리, “The Influence of Luxury Brands’ Cross-Border Acquisition on Consumer Brand Perception,” Cloth. Text. Res. J., vol. 32, no. 4, pp. 219–234, 2014, doi: 10.1177/0887302x14538117.
[29] N. W. Masri, J. You, A. Ruangkanjanases, and S. Chen, “The Effects of Customer Learning and Shopping Value on Intention Purchase and Reuse in a Digital Market: The Institutional Trust–Commitment Perspective,” Sustainability, vol. 13, no. 8, p. 4318, 2021, doi: 10.3390/su13084318.
[30] Ι. Tzavlopoulos, K. Gotzamani, A. Andronikidis, and C. Α. Vassiliadis, “Determining the Impact of E-Commerce Quality on Customers’ Perceived Risk, Satisfaction, Value and Loyalty,” Int. J. Qual. Serv. Sci., vol. 11, no. 4, pp. 576–587, 2019, doi: 10.1108/ijqss-03-2019-0047.
[31] T. T. Nguyen, “Online Purchase Intention Under the Integration of Theory of Planned Behavior and Technology Acceptance Model,” Sage Open, vol. 13, no. 4, 2023, doi: 10.1177/21582440231218814.
[32] C. Chiu, E. T. G. Wang, Y. Fang, and H.-Y. Huang, “Understanding Customers’ Repeat Purchase Intentions in B2C E‐commerce: The Roles of Utilitarian Value, Hedonic Value and Perceived Risk,” Inf. Syst. J., vol. 24, no. 1, pp. 85–114, 2012, doi: 10.1111/j.1365-2575.2012.00407.x.
[33] Z. Kedah, “Use of E-Commerce in the World of Business,” Startupreneur Bus. Digit. (Sabda Journal), vol. 2, no. 1, pp. 51–60, 2023, doi: 10.33050/sabda.v2i1.273.
[34] E. N. Himawan, “Adoption of E-Commerce in Small and Medium-Sized Enterprises in Bogor District,” Int. J. Sci. Technol. Manag., vol. 5, no. 1, pp. 211–219, 2024, doi: 10.46729/ijstm.v5i1.1050.
[35] C. K. Tanuwijaya, “The Effect of Online Customer Reviews on Purchase Intention With Customer Trust as a Variable in Purchase Decision on Sociolla Consumers,” J. Entrep. Bus., vol. 4, no. 3, pp. 192–203, 2023, doi: 10.24123/jeb.v4i3.5764.
[36] I. Iisnawati, W. Nailis, and I. Daud, “Does Live Streaming Feature Increase Consumer’s Trust on Online Shopping?,” Sriwij. Int. J. Dyn. Econ. Bus., pp. 373–388, 2022, doi: 10.29259/sijdeb.v5i4.373-388.
[37] C. J. Kurniadi, I. H. Kenang, and T. F. Sutrisno, “The Role of Technology Acceptance Model Factors on Purchase Intention in E-Commerce,” Bisma (Bisnis Dan Manajemen), vol. 14, no. 2, pp. 160–176, 2022, doi: 10.26740/bisma.v14n2.p160-176.
[38] Lena Ellitan and Ani Suhartatik, “The Role of E-Trust and E-Service Quality in Building E-Loyalty and E-Satisfaction,” J-CEKI J. Cendekia Ilm., vol. 2, no. 3, pp. 303–311, 2023, doi: 10.56799/jceki.v2i3.834.
[39] T. de-Magistris and A. Gracia, “Consumers’ willingness-to-pay for sustainable food products: the case of organically and locally grown almonds in Spain,” J. Clean. Prod., 2016, [Online]. Available: https://www.sciencedirect.com/science/article/pii/S0959652616000858
Published
2025-06-30
How to Cite
Putri, Y. A. (2025). Pengaruh Brand Image Dan Perceived Value Terhadap Keputusan Menggunakan Aplikasi Bukalapak Dengan Dimediasi Oleh Trust Di Kota Palembang. Akuntansi Dan Manajemen, 20(1), 1-10. https://doi.org/10.30630/jam.v20i1.307
Section
Articles
