Pengaruh Brand Experience, Customer Satisfaction, Dan E-Wom Terhadap Purchase Intention Pengguna Aplikasi Happy Fresh Di Jakarta Barat

Main Article Content

Ganesia Ganesia
Carunia Mulya Firdausy

Abstract

This study aims to examine brand experience, customer satisfaction, and E-WOM on the purchase intention of Happy Fresh application users in West Jakarta. Method used to collect the sample was by using non-probability sampling method. The instrument to collect the data was by distributing a questionnaire, while method to analyze the data was by employing PLS-SEM. The results indicate that brand experience, customer satisfaction, and E-WOM positively influence the purchase intention of Happy Fresh application users in West Jakarta. Therefore, the Happy Fresh application must maintain the brand experience, customer satisfaction, and E-WOM to increase the purchase intention of Happy Fresh application users in West Jakarta.

 

Penelitian ini bertujuan untuk meneliti pengaruh brand experience, customer satisfaction, dan E-WOM terhadap purchase intenton pengguna aplikasi Happy Fresh di Jakarta Barat. Dalam penelitian ini, populasinya adalah pengguna aplikasi Happy Fresh di Jakarta Barat dan digunakan sampel sebanyak 100 sampel dengan menggunakan metode non probability sampling dengan teknik convenience sampling. Pengumpulan data dilakukan dengan menggunakan kuesioner dan data teserbut dianalisis dengan menggunakan PLS-SEM. Hasilnya ini menunjukkan bahwa brand experience, customer satisfaction, dan E-WOM memberikan pengaruh positif terhadap purchase intention pengguna aplikasi Happy Fresh di Jakarta Barat. Oleh karena itu, aplikasi Happy Fresh harus mempertahankan brand experience, customer satisfaction, dan E-WOM untuk meningkatkan purchase intention pengguna aplikasi Happy Fresh di Jakarta Barat.

Article Details

Section
Articles
Author Biographies

Ganesia Ganesia, 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

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