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All Journal Jurnal Ilmiah Merpati (Menara Penelitian Akademika Teknologi Informasi)
Ni Putu Intan Waindika Dharma
Udayana University
Computer Science & IT

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The Impact Of Iklanku Shopee Feature Through Brand Awareness On Purchase Decisions Using SEMPLS, Naive Bayes and K-NN Method Ni Putu Intan Waindika Dharma; I Ketut Gede Darma Putra; Ni Made Ika Marini Mandenni; Yusliza Binti Mohd Yasin
Jurnal Ilmiah Merpati (Menara Penelitian Akademika Teknologi Informasi) Vol 10 No 1 (2022): Vol. 10, No. 1, April 2022
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/JIM.2022.v10.i01.p07

Abstract

The purpose of this study was to examine the effect of my Shopee Advertising Feature on Purchase Decisions and Brand Awareness. Testing the effect of Brand Awareness on Purchase Decisions and analyzing the role of Brand Awareness in mediating the effect of my Ads feature on Purchase Decisions. This research is motivated by the phenomenon of inequality that occurs in economic conditions that are weakening due to COVID-19 but the purchase of fashion products has actually increased. Data obtained from the distribution of questionnaires is as much as 350 data. SmartPLS is used to find the outer model and inner model. The results of the data are reprocessed to determine clusters and classification using K-Means, Naive Bayes and K-NN in the RapidMiner application. The results obtained from this research are that my Advertisement Shopee feature has a positive and significant effect on Purchase Decisions and Brand Awareness. Brand awareness has a positive and significant effect on Purchase Decisions and Brand Awareness also mediates positively and significantly the influence of the My Shopee Advertising feature on Purchase Decisions. The results obtained from data mining processing are that the Naive Bayes algorithm is more accurate than the K-NN algorithm method in classification using split data and also cross validation. Keywords: Brand Awareness, Iklanku Shopee Feature, K-NN, Naive Bayes, PurchaseDecision
Co-Authors I ketut Gede Darma Putra Ni Made Ika Marini Mandenni Yusliza Binti Mohd Yasin