Pengaruh Dukungan Selebriti, Kepercayaan, Dan Pemasaran Dari Mulut Ke Mulut Secara Elektronik Terhadap Niat Beli Pengguna Shopee Di Jakarta

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DOI: https://doi.org/10.24912/jmk.v3i2.11902
Keywords:
Celebrity Endorsement Trust Electronic Word Of Mouth Purchase Intention Shopee Dukungan Selebriti Kepercayaan e-WOM Niat beli

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Willyana Cendrawati
Universitas Tarumanagara
Carunia Mulya Firdausy
Universitas Tarumanagara

Abstract

This study aims at  examining  the influences of celebrity endorsement, trust, and e-WOM on purchase intentions of shopee users in Jakarta. The population of this study were 300 respondents who used the Shopee application in Jakarta. The convenience sampling method is used by distributing questionnaires online which are then processed using the SPSS version 25 program. The results showed that celebrity support had no significant influence effec tothe purchase intention of shopee users in Jakarta, while trust and e-WOM had  significant and positive influences  to the purchase intention of Shopee application users in Jakarta. Therefor, Shopee needs to pay attention to those two variables to improve purchase intention of their products’ users.

 

Penelitian ini bertujuan untuk menguji pengaruh dukungan selebriti, kepercayaan, dan pemasaran dari mulut ke mulut secara elektronik terhadap niat beli pengguna shopee di Jakarta. Populasi dari penelitian ini adalah 300 responden yang menggunakan aplikasi shopee di Jakarta. Metode convenience sampling digunakan dengan menyebarkan kuesioner secara online yang kemudian diolah menggunakan bantuan program SPSS versi 25. Hasil penelitian menunjukkan bahwa dukungan selebriti tidak berpengaruh signifikan terhadap niat beli pengguna Shopee di Jakarta, sedangkan kepercayaan dan Pemasaran dari Mulut ke Mulut Secara Elektronik berpengaruh signifikan dan positif terhadap niat beli pengguna aplikasi Shopee di Jakarta. Oleh karena itu, Shopee perlu memperhatikan kedua variabel tersebut untuk meningkatkan niat beli pengguna produknya.

Article Details

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Vol. 3 No. 2 (2021): Jurnal Manajerial dan Kewirausahaan
Section
Articles

This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.,/p>

Author Biographies

Willyana Cendrawati, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara, Jakarta

Carunia Mulya Firdausy, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara, Jakarta

References

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Chen, S. and Huddleston, P. (2009). A comparison of four strategies to promote fair trade products. International Journal of Retail & Distribution Management, Vol. 37, No. 4, pp. 336-345. https://doi.org/10.1108/09590550910948565

Chen, S. and Huddleston, P. (2009). A comparison of four strategies to promote fair trade products. International Journal of Retail & Distribution Management, Vol. 37, No. 4, pp. 336-345. https://doi.org/10.1108/09590550910948565

Chen, S. and Huddleston, P. (2009). A comparison of four strategies to promote fair trade products. International Journal of Retail & Distribution Management, Vol. 37, No. 4, pp. 336-345. https://doi.org/10.1108/09590550910948565

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