Faktor-faktor yang memengaruhi intensi pembelian di e-commerce
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Abstract
This study aims to empirically examine the impact of perceived discount, celebrity endorsement, and influencer’s credibility on consumers’ purchase intention. The sampling technique used was purposive sampling, so that a sample of 160 respondents was obtained, and the analysis was carried out using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the hypothesis. The results of the study showed that 1) There is no positive effect of perceived discount on purchase intention 2) There is a positive effect of celebrity's endorsement on purchase intention. 3) There is no positive effect of influencer’s credibility on purchase intention.
Penelitian ini bertujuan untuk menguji secara empiris pengaruh persepsi diskon, celebrity endorsement, dan influencer’s credibility terhadap intensi pembelian pada e-commerce. Teknik pengambilan sampel yang digunakan adalah purposive sampling, sehingga diperoleh sampel sebanyak 160 responden, dan analisis dilakukan dengan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) untuk menguji hipotesis. Hasil penelitian menunjukkan bahwa tidak terdapat pengaruh positif dan signifikan persepsi diskon terhadap intensi pembelian, terdapat pengaruh positif celebrity’s endorsement terhadap intensi pembelian, namun influencer’s credibility tidak berpengaruh positif terhadap intensi pembelian.
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