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All Journal E-Jurnal Manajemen Trisakti School of Management (TSM)
WEDANAJI PRASASTYO, KLEMENS
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Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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FAKTOR-FAKTOR YANG MEMENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN PADA E-COMMERCE LAZADA DI BEKASI AZARAH, AISYAH SAFANI; WEDANAJI PRASASTYO, KLEMENS
E-Jurnal Manajemen Trisakti School of Management (TSM) Vol. 4 No. 3 (2024): E-Jurnal Manajemen Trisakti School of Management (TSM)
Publisher : Pusat Penelitian dan Pengabdian kepada Masyarakat Sekolah Tinggi Ilmu Ekonomi Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34208/ejmtsm.v4i3.2662

Abstract

The purpose of this researchis to determine influence of Brand Awareness, Perceived Quality, Brand Association, Brand Loyalty on Purchase Decisions among Lazada e-commerce users in Bekasi City using primary and secondary data obtained using the results of distributing questionnaires with 5 Likert scales online.The design of this research uses descriptive and causal research. There were 250 respondents involved in this research. The sampling method uses non-probability sampling with a purposive sampling technique, because of certain characteristics, each unit in the sampling population used in this research is primary data where questionnaires are distributed to respondents. The method for analyzing data uses the Structural Equation Model using the WarpPLS version 7.0 program. The results of this research are that Brand Awareness has a positive and significant influence on Purchase Decisions. Perceived Quality has a positive and significant influence on Purchase Decision. Brand Association has a positive and significant influence on Purchase Decisions. Brand Loyalty has a positive and significant influence on Purchase Decisions.
FAKTOR- FAKTOR YANG MEMPENGARUHI GENERASI Z DALAM MELAKUKAN NIATAN PEMBELIAN DI INSTAGRAM Lovena, Lova; Wedanaji Prasastyo, Klemens
E-Jurnal Manajemen Trisakti School of Management (TSM) Vol. 1 No. 3 (2021): E-Jurnal Manajemen Trisakti School of Management (TSM)
Publisher : Pusat Penelitian dan Pengabdian kepada Masyarakat Sekolah Tinggi Ilmu Ekonomi Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34208/ejmtsm.v1i3.1224

Abstract

This research investigates the effect of cognitive factors (perceived control and trust), individual beliefs (trustworthiness, risk-taking propensity), and social media user traits (technical efficacy) on purchase intention on the Instagram social media application. The sample in this study were active users of social media Instagram who were included in the generation Z category. The number of samples used in this study were 449 respondents and the sampling was taken online in four major cities in Indonesia, namely Jakarta, Surabaya, Bandung and Yogyakarta. The empirical finding indicate that only trustworthiness has no significant effect on purchase intention, while perceived control, trust, risk propensity, and technical efficacy has significant effect on purchase intention. This study provides an understanding that in the context of Generation Z, trust in technology from applications such as Instagram is not considered by respondents in making purchase intentions. Future research with generation Z respondents is felt to be important to examine affective factors and group influences. The practical implications of this research reveal that business and industrial sectors must consider the Generation Z character in marketing their products through social media applications such as Instagram.
Co-Authors AZARAH, AISYAH SAFANI Lovena, Lova