September 28, 2025Open Access

The Influence of Brand Image on Purchasing Decisions at Lazada Among Management Students at Universitas Insan Pembangunan Indonesia

Key Points

Brand image significantly influences purchasing decisions, emphasizing its importance in e-commerce.
The study shows a t-value of 4.273, indicating strong statistical significance in the results regarding purchasing decisions.
This quantitative analysis involved 100 management students, using SPSS for data analysis to derive conclusions.
The findings highlight the need for effective brand image strategies in enhancing purchasing behavior, suggesting an area for further research.

Abstract

This study aims to determine the effect of brand image on purchasing decisions on the Lazada e-commerce platform. The study was conducted on 8th semester Management students at Universitas Insan Pembangunan Indonesia who actively use the Lazada application. The research method used was quantitative with purposive sampling, involving 100 respondents. Data was collected through a closed questionnaire and analyzed using SPSS 26. The results of the study indicate that brand image significantly influences purchasing decisions, with a t-value of 4.273 > t-table 1.984 and significance of 0.000 < 0.05. The coefficient of determination (R²) is 0.203, meaning that brand image contributes 20.3% to purchasing decisions.

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