Understanding Online Consumer Behavior: The Effect of Brand Image and Promotion on Purchase Decisions in Lazada Marketplace

Abstract

decisions in the Lazada marketplace among university students. The rapid advancement of digital technology and the expansion of e-commerce platforms in Indonesia have intensified competition among online marketplaces, highlighting the importance of understanding consumer decision-making behavior. University students represent a strategic market segment due to their high level of digital literacy and active engagement in online shopping activities. This research adopts a quantitative approach using a survey method. Data were collected from 71 students of STIE PPI, class of 2021/2022, selected from a population of 245 respondents using the Slovin formula. The questionnaire was distributed online via Google Forms and measured using a five-point Likert scale. Data analysis was conducted using SPSS, including validity and reliability tests, normality testing, partial correlation analysis, multiple linear regression analysis, coefficient of determination, and hypothesis testing through t-tests and F-tests. The results indicate that brand image and promotion have a positive and statistically significant effect on purchase decisions, both partially and simultaneously. Promotion was found to have a more dominant influence than brand image, suggesting that student consumers are highly responsive to promotional incentives. The coefficient of determination shows that the independent variables explain 45.6% of the variance in purchase decisions, while the remaining variance is influenced by other factors not examined in this study. These findings provide theoretical contributions to online consumer behavior literature and practical insights for marketplace managers in designing effective marketing strategies.