Pengaruh brand ambassador, E-WOM, dan brand image terhadap purchasing decision melalui purchasing intention pada konsumen Shopee di Jakarta Timur
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Abstract
This research aims to examine the influence of brand ambassador, E-WOM, and brand image to purchasing decision with purchasing intention as mediation for Shopee consumers in East Jakarta. This research method uses descriptive quantitative research, with data collection from questionnaires and data analysis using SEM-PLS. The results of this research show 1) Brand ambassador positive and significant effect on purchasing intention 2) E-WOM positive and significant effect on purchasing intention 3) Brand image positive and significant effect on purchasing decision 4) Purchasing intention positive and insignificant effect on purchasing decision 5) Brand ambassador positive and significant effect on purchasing decision 6) E-WOM positive and significant effect on purchasing decision 7) Brand image positive and significant effect on purchasing decision. The conclusion of this research shows that there is a positive influence on brand ambassador, E-WOM, and brand image to purchasing intention and purchasing decision and the positive effect is not significant purchasing intention to purchasing decision. This research suggestion is aimed at companies to pay more attention to the selection of brand ambassadors, reviews and reputation improvement and it is hoped that academics can continue this research with other methods and variables.
Penelitian ini bertujuan untuk mengkaji pengaruh dari brand ambassador, E-WOM, dan brand image terhadap purchasing decision dengan purchasing intention sebagai mediasi pada konsumen Shopee di Jakarta Timur. Metode penelitian ini menggunakan jenis penelitian kuantitatif deskriptif, dengan pengumpulan data dari kuesioner dan analisis data menggunakan SEM-PLS. Hasil penelitian ini mennunjukkan 1) Brand ambassador berpengaruh positif dan signifikan terhadap purchasing intention 2) E-WOM berpengaruh positif dan signifikan terhadap purchasing intention 3) Brand image berpengaruh positif dan signifikan terhadap purchasing decision 4) Purchasing intention berpengaruh positif dan tidak signifikan terhadap purchasing decision 5) Brand ambassador berpengaruh positif dan signifikan terhadap purchasing decision 6) E-WOM berpengaruh positif dan signifikan terhadap purchasing decision 7) Brand image berpengaruh positif dan signifikan terhadap purchasing decision. Kesimpulan penelitian ini menunjukkan adanya pengaruh yang positif pada brand ambassador, E-WOM, dan brand image terhadap purchasing intention dan purchasing decision serta pengaruh positif tidak signifikan purchasing intention terhadap purchasing decision. Saran penelitian ini ditujukan pada perusahaan agar lebih memperhatikan pemilihan brand ambassador, ulasan dan review serta peningkatan reputasi dan kepada akademisi diharap dapat melanjutkan penelitian ini dengan metode dan variabel yang lain.
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