THE INFLUENCE OF ONLINE SHOPS AND BRAND IMAGE ON PURCHASING DECISIONS

The development of digital technology has brought significant changes to how consumers shop. Online shops have emerged as an alternative means, offering convenience and efficiency. Meanwhile, brand image continues to play a crucial role in shaping consumer perceptions and trust in a product. This article aims to conceptually examine how online shops and brand image influence consumer purchasing decisions. Through a literature review approach, this article concludes that the convenience, security, and ease of transactions on online platforms, along with a positive perception of the brand, can significantly drive consumers' decisions to purchase a product. This study provides insights into the synergy between digital platform characteristics and brand reputation in shaping consumer purchasing behavior in the digital era combined with a positive perception of the brand—can significantly encourage consumers to make purchasing decisions.