Pengaruh Brand Ambassador terhadap Purchase Intention Melalui Brand Awareness pada Marketplace Shopee

Authors

  • Ababil Karhoma Wijaya Universitas Airlangga
  • Imam Bahroni Universitas Airlangga

DOI:

https://doi.org/10.32493/Inovasi.v10i1.p209-218.31866

Keywords:

Brand Ambassador, Purchase Intention, Brand Awareness, Shopee

Abstract

Pada era globalisasi saat ini teknologi berkembang dengan pesat, khususnya pada bidang informasi dan komunikasi. Dengan adanya perkembangan tersebut membuat berbagai aktivitas pemasaran menjadi lebih mudah dan efisien melalui media online atau internet. Seperti hal nya berbelanja kebutuhan secara online melalui marketplace. Tujuan dalam penelitian ini antara lain untuk mengetahui: (1) Deskripsi brand ambassador, brand awareness, dan purchase intention pada marketplace Shopee. (2) Pengaruh brand ambassador terhadap purchase intention melalui brand awareness pada marketplace Shopee.Penelitian ini menggunakan jenis explanatory research dan survey research dengan pendekatan kuantitatif. Populasi yang diambil dalam penelitian ini adalah follower Instagram @shopee_id. Sampel yang diambil dalam peneliatian ini sebanyak 201 responden yang di hitung dengan menggunakan rumus Daniel & Terren. Kemudian uji kelayakan instrument menggunakan uji validitas dan reliabilitas. Teknik analisis menggunakan analisis deskriptif dan analisis Partial Least Square (PLS). Hasil uji analisis Partial Least Square (PLS) menunjukkan bahwa: (1) Konten brand ambassador pada marketplace Shopee di dapatkan dalam kategori baik, brand awareness pada marketplace Shopee mempunyai kategori baik dalam benak konsumen, dan purchase intention pada marketplace Shopee dalam kategori yang baik; (2) Brand ambassador berpengaruh positif dan signifikan terhadap brand awareness; (3) Brand ambassador berpengaruh positif dan signifikan terhadap purchase intention, (4) Brand awareness berpengaruh positif dan signifikan terhadap purchase intention, (5) Brand ambassador berpengaruh positif dan signifikan terhadap purchase intention melalui brand awareness.

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Published

2023-06-01

How to Cite

Wijaya, A. K., & Bahroni, I. (2023). Pengaruh Brand Ambassador terhadap Purchase Intention Melalui Brand Awareness pada Marketplace Shopee. INOVASI, 10(1), 209–218. https://doi.org/10.32493/Inovasi.v10i1.p209-218.31866

Issue

Vol. 10 No. 1 (2023): Inovasi: Jurnal Ilmiah Ilmu Manajemen

Section

Articles

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