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]
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.
Keywords
DOI: http://dx.doi.org/10.19166/ff.v3i2.7447
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