Analisis Pengaruh Brand Ambasador Terhadap Purchase Intention Melalui E-Trust, E-WOM, Brand Awareness Dan Attitute Towards Advertisment Pada E-Commerce Lazada
نویسندگان
چکیده
<p><em>Terdapat banyak faktor-faktor yang dapat mempengaruhi tingkat ketertarikan masyarakan untuk mengunjungi situs </em><em>e-commerce </em><em>salah satu-nya adalah melalui </em><em>Brand Ambassador</em><em>. Penelitian dilakukan dalam pembahasan ini bertujuan mengetahui dan menganalisis apakah terdapat pengaruh antara Ambassador </em><em>terhadap </em><em>Purchase Intention </em><em>melalui </em><em>E-Trust</em><em>, </em><em>E-WOM</em><em>, Awareness</em><em>, </em><em>Attitude Towards Advertisement </em><em>dengan </em><em>Lazada sebagai objek penelitian. pada 100 responden. Sampel penelitian pengguna </em><em>yang atau pernah 6 bulan terakhir. menggunakan metode kuantitatif dengan teknik analisis jalur (</em><em>path analysis</em><em>). Hasil menunjukan bahwa tidak secara langsung Intention</em><em>. Namun, </em><em>E-Trust, E-WOM, Brand Advertisement</em><em>. Selain ditemukan signifikan Advertisement. </em><em>Namun, </em><em>E-WOM</em><em>. </em><em></em></p><p><strong>Kata kunci:</strong> <em>Minat Membeli, Ambassador, E-Trust, Kesadaran Merek, Attitude </em></p>
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ژورنال
عنوان ژورنال: Jurnal Al Azhar Indonesia Seri Ilmu Sosial
سال: 2022
ISSN: ['2745-5939', '2745-5920']
DOI: https://doi.org/10.36722/jaiss.v3i3.1230