Analisis Pengaruh Brand Ambasador Terhadap Purchase Intention Melalui E-Trust, E-WOM, Brand Awareness Dan Attitute Towards Advertisment Pada E-Commerce Lazada
DOI:
https://doi.org/10.36722/jaiss.v3i3.1230Abstract
Terdapat banyak faktor-faktor yang dapat mempengaruhi tingkat ketertarikan masyarakan untuk mengunjungi situs e-commerce salah satu-nya adalah melalui Brand Ambassador. Penelitian yang dilakukan dalam pembahasan ini bertujuan untuk dapat mengetahui dan menganalisis apakah terdapat pengaruh antara Brand Ambassador terhadap Purchase Intention melalui E-Trust, E-WOM, Brand Awareness, dan Attitude Towards Advertisement dengan e-commerce Lazada sebagai objek penelitian. Penelitian ini dilakukan pada 100 responden. Sampel dalam penelitian ini adalah pengguna e-commerce yang mengetahui e-commerce Lazada atau pernah mengunjungi e-commerce Lazada dalam 6 bulan terakhir. Penelitian ini menggunakan metode kuantitatif dengan teknik analisis jalur (path analysis). Hasil dalam penelitian ini menunjukan bahwa tidak terdapat pengaruh secara langsung antara Brand Ambassador terhadap Purchase Intention. Namun, terdapat pengaruh secara langsung antara Brand Ambassador terhadap E-Trust, E-WOM, Brand Awareness, dan Attitude Towards Advertisement. Selain pada penelitian ditemukan bahwa terdapat pengaruh tidak langsung dan signifikan antara Brand Ambassador terhadap Purchase Intention melalui E-Trust, Brand Awareness, dan Attitude Towards Advertisement. Namun, tidak terdapat pengaruh secara tidak langsung dan tidak signifikan antara Brand Ambassador terhadap Purchase Intention melalui E-WOM.
Kata kunci: Minat Membeli, Brand Ambassador, E-Trust, E-WOM, Kesadaran Merek, Attitude Towards Advertisement.
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