Chersi Mayori
ABSTRACT
With the advancement in technology, people can comfortably carry out their activities especially in investing and trading. Investing and trading can simply be done with the help of mobile application or through the website. In this study, the examination of IndoPremier Online Technology (IPOT) application will be discussed further as it offers a very convenient way of investing and trading. This study aims to determine the effect of brand trust, brand image, service quality and brand loyalty on investing decisions using the IPOT application. This study uses a sampling method to determine the number of samples. Data collection techniques were carried out by distributing the questionnaires to IPOT applications traders through google forms. Data were analyzed using correlation test and T-test. It shows the strongest correlation between brand image and service quality with ρ=0.87. There is also a weak correlation between brand trust and investment decisions of IPOT applications with ρ=0.16. The T-test results show that brand trust, brand image, service quality and brand loyalty affect the investment decisions of the IPOT application users. This study shows the relationship between brand trust, brand image, service quality and brand loyalty and their influence on investment decisions using the IPOT application.
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Index Terms
- Factors that Influence Stock Investment Decisions in IPOT
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