Pengaruh Brand Ambassador dan Electronic Word Of Mouth (E-WOM) Terhadap Purchase Intention Di Lazada

Permata, Valencia Sherly (2021) Pengaruh Brand Ambassador dan Electronic Word Of Mouth (E-WOM) Terhadap Purchase Intention Di Lazada. Undergraduate thesis, Universitas Katolik Musi Charitass.

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Abstract

This study aims to dtermine and prove whether the brand ambassador and electronic-Word Of Mouth (e-WOM) have a positive and significant effect on purchase intention at Lazada. The population in this study are people who follow Lazada Indonesia’s Official Instagram account. The sampling technique in this study used purposive sampling with a sample size of 100 respondents. In this study,the data technique used was a questionnaire instrument. The analysis technique used is the validity test, reliability test, classical assumptions test consisting of normality test, heteroscedasticity test, multicollinearity test, multiple regression analysis, hypothesis testing containing t test and coefficient of determination (R2). The result showed that the brand ambassador variabel had a positive and significant effect on purchase intention at Lazada, the electronic-Word of Mouth (e-WOM) credibility variabel had a positive and insignificant effect on purchase intention at Lazada, electronic-Word of Mouth (e-WOM) quality variabel had a positive and significant effect on purchase intention at Lazada and electronic-Word of Mouth (e-WOM) quantity variabel had a positive and significant effect on purchase intention at Lazada.

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