Peran Brand image Sebagai Variabel Mediasi pada Hubungan Promosi E-WOM Terhadap Keputusan Pembelian di Marketplace Shopee
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh promosi dan electronic word of mouth terhadap keputusan pembelian konsumen, dengan brand image sebagai variabel mediasi di platform Shopee. Metode pengambilan sampel yang digunakan adalah purposive sampling, yang mengkategorikan peserta berdasarkan usia minimal 17 tahun dan frekuensi berbelanja di Shopee, yaitu setidaknya tiga kali, dengan total 100 responden. Data dikumpulkan secara serentak di Kota Sumbawa melalui penyebaran kuesioner kepada individu yang telah menggunakan dan melakukan pembelian di Shopee. Analisis data dilakukan dengan menggunakan Structural Equation Modeling (SEM) dan teknik Partial Least Squares (PLS). Hasil analisis menunjukkan bahwa baik promosi maupun electronic word of mouth memiliki pengaruh positif dan signifikan terhadap keputusan pembelian konsumen di Shopee, dengan brand image berfungsi sebagai variabel mediasi. Temuan ini mengindikasikan bahwa upaya promosi dan testimonial konsumen yang dilakukan secara elektronik memiliki dampak signifikan dalam membentuk persepsi konsumen terhadap merek, yang selanjutnya mempengaruhi keputusan pembelian mereka di platform e-commerce seperti Shopee.References
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