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All Journal SEIKO : Journal of Management & Business YUME : Journal of Management
Lily Purwianti
PPs STIE Amkop Makassar
Economics, Econometrics & Finance Health Professions Social Sciences

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Pengaruh Online Retailer CSR Terhadap Customer Purchase Intention DenganMediasi Brand Identification, Word Of Mouth dan Customer Satisfaction Lily Purwianti; Marina Marina
YUME : Journal of Management Vol 4, No 3 (2021)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v4i3.1269

Abstract

AbstrakTujuan penelitian ini yaitu untuk mengetahui apakah ada pengaruh signifikan dari Online Retailer CSR, Brand Identification, WOM, Customer Satisfaction terhadap Purchase Intention pada E-commerce. Penelitian ini menggunakan variabel dependen  Customer Purchase Intention, variabel mediasi yang digunakan yaitu Brand Identification, Word Of Mouth, Customer Satisfaction. Variabel independen Online Retailer CSR. Penelitian ini menggunakan responden sebanyak 221 responden dengan metode purposive sampling yang respondennyamemiliki usia 15 sampai 59 tahun yang pernah berbelanja di e-commerce.Penelitian ini menganalisis data dengan menggunakan software SPSS versi 26 untuk menganalisis data responden bagian demografi dan software Smart PLS versi 3.0 untuk menguji hipotesis. Hasil dari penelitian ini menyatakan bahwa Online Retailer CSR berpengaruh yang signifikan positif terhadap Customer Satisfaction dan Brand Identification. Dan WOM  tidak berpengaruh signifikan positif terhadap Purchase Intention. Berdasarkan hasil penelitian ini, dalam meningkatkan purchase intention terhadap e-commerce maka pelaku bisnis e-commerce disarankan untuk meningkatkan lagi kepuasaan pelanggan melalui citra dari Brand Identification, Word Of Mouth, Customer Satisfaction.Kata Kunci: Retailer CSR, Brand Identification, WOM, Customer Satisfaction,Purchase Intention
Analysis of e-WOM, Brand Attitude, Brand Image on Purchase Intention Lily Purwianti; Niawati Niawati
SEIKO : Journal of Management & Business Vol 5, No 1 (2022): January - Juny
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v5i1.1664

Abstract

Abstrak Abstract. The purpose of this study was to analyze the positive effect of e-WOM, brand image, and brand attitude on consumer purchase intentions of online beauty products. This research was conducted on women in the city of Batam who are enthusiasts of Korean brand beauty products and are involved in e-WOM activities on Instagram social media. This study using Smart PLS version 3.0 to analyze data. The results of this test show that positive e-WOM has a significant positive effect on brand image, positive e-WOM has a positive significant effect on brand attitude, brand image has a positive significant effect on purchase intention, the brand attitude has a positive significant effect on purchase intention, e-WOM has a significant positive effect on purchase intention. Kata Kunci: brand attitude ; brand image ; e-WOM ; purchase intention
Co-Authors Marina Marina Niawati Niawati