Pengaruh Brand Image, Promotion, Dan Electronic Word Of Mouth Terhadap Minat Beli Pada Aplikasi Online Shop (PUBLISHED JOURNAL))

Abstract

Article Published at Jurnal Manajemen Industri dan Logistik Vol. 5 No. 1,Mei 2021
https://jurnal.poltekapp.ac.id/index.php/JMIL/article/view/726

ABSTRAK

Penelitian ini untuk menganalisis pengaruh Brand Image, Promotion, dan Electronic Word of Mouth terhadap Minat Beli pada aplikasi Online Shop. Objek penelitian ini adalah konsumen millenial yang mengetahui aplikasi Shopee di seluruh wilayah DKI Jakarta. Penelitian ini dilakukan terhadap 150 responden dengan menggunakan pendekatan deskriptif kuantitatif. Penentuan ukuran sampel menggunakan teknik purposive sampling, teknik purposive sampling merupakan teknik penentuan sampel dengan pertimbangan tertentu. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. penelitian ini membuktikan bahwa Brand Image  berpengaruh positif dan signifikan terhadap Minat Beli pada aplikasi Online Shop, Promotion berpengaruh positif dan signifikan terhadap Minat Beli pada aplikasi Online Shop serta Electronic Word of Mouth berpengaruh positif dan signifikan terhadap Minat Beli pada aplikasi Online Shop.

Kata kunci: Brand Image, Promotion, dan Electronic Word of Mouth, Minat Beli

ABSTRACT

This research is to analyze the effect of Brand Image, Promotion, and Electronic Word of Mouth on Purchase Intention in the Online Shop application. The object of this research is millennial consumers who know the Shopee application in all areas of DKI Jakarta. This research was conducted on 150 respondents using a quantitative descriptive approach. Determining the sample size using purposive sampling technique, purposive sampling technique is a technique of determining the sample with certain considerations. Methods of data collection using a survey method, with the research instrument is a questionnaire. The approach used in this research is the Structural Equation Model (SEM) with the Smart-PLS analysis tool. This research proves that Brand Image has a positive and significant effect on Purchase Intention in the Online Shop application, Promotion has a positive and significant effect on Purchase Intention in the Online Shop application and Electronic Word of Mouth has a positive and significant effect on Purchase Intention in the Online Shop application.

Keywords: Brand Image, Promotion, dan Electronic Word of Mouth, Purchase Intention