SEVRIANY PALEMBANGAN, NIKEN (2023) PENGARUH BRAND AMBASSADOR DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI YANG DIMEDIASI BRAND IMAGE PADA E-COMMERCE LAZADA. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the role of Brand Image in mediating the factors of Purchase Intention in Lazada E-Commerce. The research method used is quantitative with a descriptive approach. This research collects data based on questionnaires and literature studies. The population in this study were Management students at Sultan Ageng Tirtayasa University aged 18 to 26 years and a sample of 130 respondents with purposive sampling. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 3 analysis tool. This study has the results that some factors have a positive and significant influence on Purchase Intention, while brand ambassadors do not have a significant effect on Purchase intention and Electronic Word of Mouth. no significant effect on purchase intention. Brand Image can partially mediate Brand Ambassador and Electronic Word of Mouth for Purchase Intention.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui peran Brand Image dalam memediasi faktor-faktor Minat Beli pada E-Commerce Lazada. Metode Penelitian yang digunakan adalah Kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumppulan data berdasarkan kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah mahasiswa/i Manajemen Universitas Sultan Ageng Tirtayasa usia 18 tahun sampai 26 tahun dan sampel sebanyak 130 responden dengan penarikan Purpposive Sampling. Metode analisis data yang digunakan adalah Structural Equation Modeling (SEM) dengan alat analisis SmartPLS 3. Penelitian ini memiliki hasil sebagian fakto-faktor memiliki pengaruh positif dan signifikan terhadap Minat Beli, sedangkan yang brand ambassador tidak berppengaruh signifikan terhadap minat beli dan Electronic Word of Mouth tidak berpengaruh signifikan terhadap minat beli. Brand Image dapat memediasi secara parsial terhadap Brand Ambassador dan Electronic Word of Mouth terhadap Minat Beli. | |||||||||
| Uncontrolled Keywords: | Brand Ambassador, Electronic Word of Mouth, Purchase Intention, Brand Image Duta merek, Pemasaran Viral, Minat Beli, Citra merek | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | mrs NIKEN SEVRIANY PALEMBANGAN | |||||||||
| Date Deposited: | 30 Oct 2023 15:45 | |||||||||
| Last Modified: | 31 Oct 2023 14:13 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/29144 |
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