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All Journal Inovasi: Jurnal Ilmiah Ilmu Manajemen Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen)
Imam Bahroni
Universitas Airlangga
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH BRAND IMAGE TERHADAP PURCHASE INTENTION MELALUI E-TRUST (STUDI PADA CALON KONSUMEN ONLINE STORE HOODIEKU) Imam Bahroni; Hanief Karsa Manggala
ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN) Vol 10, No 2 (2023): ECOBISMA
Publisher : Published by the Faculty of Economics and Business, University of Labuhanbatu, North Sumat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/ecobi.v10i2.4528

Abstract

In this day and age you can find many shops selling their products through internet media, one of the many products that are sold online is clothing or fashion products. Along with the rise of online stores circulating on the internet, potential consumers must be more confident in choosing products fashion, not all brands and online stores have a good reputation and are trusted, therefore to avoid a series of risks that can occur in online transactions, consumers will tend to seek as much information as possible about the brands and online stores they will choose before making a purchase. This study aims to determine the effect of Brand Image on Purchase Intentions through the online store of potential E-Trust Hoodieku customers. This research is a quantitative research using a descriptive and explanatory research design. The population taken in this study was the Instagram Official Store Hoodieku followers. The samples taken in this study were 205 respondents. The analysis technique uses descriptive statistical analysis and Partial Least Square (PLS) analysis. The results of the PLS test show that: (1) There is a positive and significant direct effect of Brand Image on E-Trust; (2) There is a positive and significant direct effect of E-Trust on Purchase Intentions; (3) There is a positive and significant indirect effect of Brand Image on Purchase Intention through E-Trust as a mediating variable.
Pengaruh Brand Ambassador terhadap Purchase Intention Melalui Brand Awareness pada Marketplace Shopee Ababil Karhoma Wijaya; Imam Bahroni
Inovasi Vol 10, No 1 (2023): Inovasi: Jurnal Ilmiah Ilmu Manajemen
Publisher : Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/Inovasi.v10i1.p209-218.31866

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.
Co-Authors Ababil Karhoma Wijaya Hanief Karsa Manggala