PENGARUH BRAND AMBASSADOR DAN WEBSITE QUALITY PADA BRAND IMAGE MARKETPLACE LAZADA TERHADAP PURCHASE DECISION

SURAHMAN, MUHAMMAD ADI WIJAYA (2022) PENGARUH BRAND AMBASSADOR DAN WEBSITE QUALITY PADA BRAND IMAGE MARKETPLACE LAZADA TERHADAP PURCHASE DECISION. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The rapid development of technology has an impact and influence on all areas of life, including e-commerce. Recent advances in technology and web-based applications have led to the emergence of new developments affective commerce. However on the factors that influence and make consumers interested in visiting the Marketplace or e-commerce platform is nor well understood, causing it to be less effective in making purchasing decisions. Therefore, Marketplace Lazada must do its best to be able to increase purchase decision through, among others, brand ambassador, website quality and brand image as factors that are considered influential. This study examines the factors that influence purchase decision Marketplace Lazada user with the variables brand ambassador, website quality and brand image. The object of this research is user Marketplace Lazada. This study was conducted on 145 respondents using a quantitive descriptive approach. The approach used in this study is the Structural Equation Model (SEM) with a Smart-PLS analysis tool. The results of this study show that the variables of brand ambassador have a positive significant effect on brand image, website quality have a positive significant effect on brand image, brand ambassador have a positive significant effect on purchase decision, website quality have a positive significant effect on purchase decision and brand image have a positive significant effect on purchase decision Marketplace Lazada user. Keywords: Brand Ambassador, Website Quality, Brand Image, Purchase Decision. Perkembangan teknologi yang begitu pesat membawa dampak dan pengaruh ke segala bidang kehidupan tanpa terkecuali e-commerce. Kemajuan terbaru dalam teknologi dan aplikasi berbasis web menyebabkan munculnya perkembangan baru yang mempengaruhi perdagangan. Namun pengaruh terhadap faktor-faktor yang mempengaruhi dan membuat konsumen tertarik untuk mengunjungi Marketplace atau platform e-commerce belum dipahami dengan baik sehingga menyebabkan kurang efektif dalam pengambilan keputusan pembelian. Maka, Marketplace Lazada harus berupaya sebaik mungkin untuk dapat meningkatkan purchase decision melalui antaranya brand ambassador, website quality dan brand image sebagai faktor yang dianggap berpengaruh. Penelitian ini meneliti tentang faktor yang mempengaruhi purchase decision pengguna Marketplace Lazada dengan variabel brand ambassador, website quality dan brand image. Objek penelitian ini adalah pengguna Marketplace Lazada. Penelitian ini dilakukan terhadap 145 responden dengan menggunakan pendekatan deskriptif kuantitatif. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Oleh karena itu hasil penelitian ini menyatakan bahwa variabel brand ambassador berpengaruh positif dan signifikan terhadap brand image, website quality berpengaruh positif signifikan terhadap brand image, brand ambassador berpengaruh positif dan signifikan terhadap purchase decision, website quality berpengaruh positif dan signifikan terhadap purchase decision dan brand image berpengaruh positif dan signifikan terhadap purchase decision pengguna Marketplace Lazada. Kata Kunci: Brand Ambassador, Website Quality, Brand Image, Purchase Decision

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 329
NIM/NIDN Creators: 43118010014
Uncontrolled Keywords: Brand Ambassador, Website Quality, Brand Image, Purchase Decision
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 07 Jan 2023 06:10
Last Modified: 07 Jan 2023 06:10
URI: http://repository.mercubuana.ac.id/id/eprint/73162

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