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All Journal Jurnal Ilmiah Vastuwidya JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi)
I Gede Anindya Perdana Putra
Universitas Triatma Mulya
Civil Engineering, Building, Construction & Architecture Control & Systems Engineering Economics, Econometrics & Finance Engineering Industrial & Manufacturing Engineering Mechanical Engineering

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The Influence of Country of Origin, Advertising Campaign, and Brand Ambassador on Customers Purchase Intention in Digital Marketplace Official Site Luh Komang Candra Dewi; Sherry Adelia; I Gede Anindya Perdana Putra; Helmi Ali; Musran Munizu
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 9 No. 4 (2023): Agustus 2023
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v9i4.1274

Abstract

The objective of this investigation is to assess the effect of endorsers, promotional activities, and nation of origin on the inclination to buy. The fundamental wellspring of information for this examination is essential information gathered from a gathering of female understudies who have bought things on the web. The questionnaire was administered to 200 respondents through purposive sampling. The data was scrutinized using multiple linear regression analyses. The findings reveal that endorsers and promotional activities have a significant effect on purchase intention, whereas nation of origin does not. Furthermore, endorsers, promotional activities, and nation of origin all have a noteworthy impact on purchase intention. Based on the coefficient of determination, 68% of the independent variable contributes to purchase intention, while the remaining 32% is influenced by other variables that were not examined in this research.
Peran Citra Merek Memediasi Pengaruh Digital Marketing Dan Kemudahan Penggunaan Terhadap Keputusan Pembelian Di Tokopedia I Ketut Pande Sudharma; Luh Komang Candra Dewi; I Gede Anindya Perdana Putra
Jurnal Ilmiah Vastuwidya Vol. 8 No. 2 (2025): Jurnal Ilmiah Vastuwidya
Publisher : Universitas Mahendradatta

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran digital dan kemudahan penggunaan terhadap keputusan pembelian, dengan citra merek sebagai variabel mediasi di kalangan pengguna Tokopedia. Pendekatan kuantitatif digunakan dengan kuesioner yang disebarkan kepada 120 pengguna aktif Tokopedia. Analisis data dilakukan dengan metode Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa pemasaran digital dan kemudahan penggunaan berpengaruh positif dan signifikan terhadap citra merek dan keputusan pembelian. Lebih lanjut, citra merek secara signifikan memengaruhi keputusan pembelian dan memediasi pengaruh pemasaran digital dan kemudahan penggunaan terhadap keputusan pembelian. Implikasi dari penelitian ini menyoroti pentingnya membangun citra merek yang kuat dan mengoptimalkan strategi pemasaran digital serta kegunaan platform untuk meningkatkan keputusan pembelian konsumen di platform marketplace.
Co-Authors Helmi Ali I Ketut Pande Sudharma Luh Komang Candra Dewi Musran Munizu Sherry Adelia