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All Journal Feedforward: Journal of Human Resource EduInovasi: Journal of Basic Educational Studies
Oey Hannes Widjaja
Universitas Tarumanagara Jakarta
Religion Education Social Sciences Other

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PENGARUH CITRA MEREK, E-WOM, DAN KESADARAN MEREK TERHADAP NIAT MEMBELI MIE LEMONILO PADA PENGGUNA MARKETPLACE DI JAKARTA MELALUI LAZADA [EFFECT OF BRAND IMAGE, E-WOM, AND BRAND AWARENESS ON PURCHASE INTENTION OF MIE LEMONILO IN MARKETPLACE USER IN JAKARTA THROUGH LAZADA] Jonatan Dwi Hartono; Yenny Lego; Oey Hannes Widjaja
Feedforward: Journal of Human Resource Vol 3, No 2: September 2023
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/ff.v3i2.7447

Abstract

The purpose of this study was to test brand image, E-WOM, and brand awareness that can affect the intention to buy noodle products. The population in this study were all marketplace users in Jakarta. The sample in this study was 100 respondents using non-probability sampling method with purposive sampling technique. All respondents are consumers that using Lazada to buy Lemonilo. The data collection technique used in this study used a questionnaire distributed through social media. The software used in this study is SmartPLS 3. The results of this study showed that the brand image variable having a positive and insignificant effect on the intention to buy Lemonilo healthy noodle products in Jakarta through the Lazada application. The results of this study also state that the E-WOM variable and brand awareness have a positive and significant influence on the intention to buy Lemonilo healthy noodle products in Jakarta through the Lazada application.Bahasa Indonesia Abstrak: Tujuan dari penelitian ini adalah untuk menguji citra merek, E-WOM, dan kesadaran merek dapat memengaruhi niat membeli produk mie. Populasi dalam penelitian ini adalah seluruh pengguna marketplace di Jakarta. Sampel pada penelitian ini sebanyak 100 responden dengan menggunakan metode non probability sampling dengan teknik purposive sampling. Teknik pengumpulan data yang dilakukan dalam penelitian ini menggunakan kuesioner yang disebarkan melalui media sosial. Software yang digunakan dalam penelitian ialah SmartPLS 3. Hasil dari penelitian ini menunjukkan bahwa variabel citra merek memiliki pengaruh positif dan tidak signifikan terhadap niat membeli produk mie sehat Lemonilo di Jakarta melalui Aplikasi Lazada. Hasil dari penelitian ini juga menyatakan variabel E-WOM dan kesadaran merek memiliki pengaruh positif dan signifikan terhadap niat membeli produk mie sehat Lemonilo di Jakarta melalui Aplikasi Lazada.
Pengaruh Pendidikan Kewirausahaan, dan Efikasi Diri terhadap Intensi Berwirausaha dengan Motivasi Berwirausaha sebagai Variabel Mediasi Hansen Andrianto; Oey Hannes Widjaja
EduInovasi:  Journal of Basic Educational Studies Vol. 5 No. 3 (2025): EduInovasi:  Journal of Basic Educational Studies
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/edu.v5i3.10869

Abstract

This study aims to examine the influence of entrepreneurship education and self-efficacy on entrepreneurial intention, with entrepreneurial motivation as a mediating variable among Generation Z. This research employs a descriptive research design with a quantitative approach. The data were collected through online qustionnaires using non- probability smapling and purposive sampling techniques. The population in this study consists of Generation Z individuals who have received entrepreneurship education. The data analysis technique used was PLS-SEM with the SmartPLS 4 software.The results of this research show that: a) entrepreneurship education has a positive and significant effect on entrepreneurial intention; b) self-efficacy has a positive and insignificant effect on entrepreneurial intention; c) entrepreneurial motivation has a positive and significant effect on entrepreneurial intention; d) entrepreneurship education has a positive and significant effect on entrepreneurial motivation; e) self- efficacy has a positive and significant effect on entrepreneurial motivation; f) entrepreneurial motivation is not able to mediate the relationship between entrepreneurship education and entrepreneurial intention; g) entrepreneurial motivation is able to mediate the relationship between self-efficacy and entrepreneurial intention.
Co-Authors Hansen Andrianto Jonatan Dwi Hartono Yenny Lego