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All Journal MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah Indonesian Journal of Business and Entrepreneurship (IJBE) Journal of Accounting and Investment Jurnal Ilmiah Manajemen dan Bisnis (JIMB) MIX : Jurnal Ilmiah Manajemen JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK Inovator : Jurnal Manajemen Manager : Jurnal Ilmu Manajemen International Journal of Economics, Business and Accounting Research (IJEBAR) International Journal of Business Studies Jurnal Manajemen Universitas Bung Hatta Journal of Islamic Education and Innovation (JIEI) International Journal of Integrative Sciences Prosiding Simposium Nasional Multidisiplin (SinaMu) Journal of Sustainable Economic and Business
Christian Kuswibowo
Politeknik APP Jakarta
Religion Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mechanical Engineering Nursing Physics Public Health Social Sciences Transportation Other

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Journal : JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK

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ANALISIS PENGARUH BRAND IMAGE, PROMOTION, DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PADA APLIKASI ONLINE SHOP Christian Kuswibowo (Politeknik APP); Aji Kresno Murti (Politeknik APP)
Jurnal Manajemen Industri dan Logistik (JMIL) Vol 5, No 1 (2021): page 01 - 74
Publisher : Politeknik APP Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30988/jmil.v5i1.726

Abstract

AbstractThis research is conducted to examine the outcome of Brand Image, Promotion, and e-WOM toward Purchase Intention in the Online Shop application. The object of this research is millennial consumers who utilizes Shopee application in Jakarta area. This research was conducted on 150 respondents using a quantitative descriptive approach. Determining the sample size using purposive sampling technique due to some contemplation. Data collection method using a survey method, with the questionnaire as its research instrument. The approaches equipped in this research is the Structural Equation Model (SEM) with the Smart-Partla Least Square analysis tool. This research proves that Brand Image had a positive and significant effect on Purchase Intention in the Online Shop application, Promotion has a positive and significant effect on Purchase Intention in the Online Shop application and EWOM has a significant and fundamental outcome on Purchase Intention in the Online Shop application.AbstrakPenelitian ini ditulis oleh peneliti untuk melakukan analisis pengaruh antara Brand Image, Promotion, dan Electronic Word of Mouth (EWOM) terhadap Minat Beli pada aplikasi Online Shop. Objek riset ini merupakan para konsumen milenial yang menggunakan aplikasi Shopee di area DKI Jakarta. Pendekatan deskriptif kuantitatif digunakan dalam riset ini dengan memanfaatkan 150 responden. Teknik purposive sampling juga dimanfaatkan untuk penentuan ukuran sampling, purposive sampling technic dipilih karena pertimbangan beberapa faktor oleh peneliti dalam penerapannya. Pengumpulan data menggunakan survey method, dengan kuesioner sebagai instrument penelitiannya. Pendekatan penelitian menggunakan Structural Equation Model dengan dukungan Smart-Partial Least Square sebagai alat analisis riset.  Riset ini memperlihatkan bahwa Brand Image memberikan pengaruh positif dan signifikan terhadap Minat Beli pada aplikasi Online Shop, Promotion memberi pengaruh positif serta signifikan terhadap Minat Beli pada aplikasi Online Shop serta Electronic Word of Mouth atau e-WOM berdampak positif signifikan terhadap Minat Beli pada aplikasi Online Shop.
Co-Authors Agus Santoso Ahmad Cahyo Nugroho Aji Kresno Murti Anees Janee Ali Anung Widodo Avia Enggar Tyasti Avia Enggar Tyasti Catur Erty Suksesty Catur Erty Suksesty Catur Erty Suksesty Citra Yuniar Darmawan Dedi Febrianto Erdin Febriansyah Chaniago Erliani Erliani Fadhila Dhia Malihah Febrina Mahliza Hendri Pujianto Mochamad Soelton Muhammad Faisal Anwar Muhammad Ramli murti, Aji kresno Paijan R. Dinda Azhar Afifah Rahmat Nofal Andriansah Sri Anah Thalia Octavania Diatma Thalia Octavania Diatma Tine Yuliantini Tine Yuliantini Tubagus Muhammad Fajrin Nurullah Yennida Parmariza