PENGARUH BRAND AMBASSADOR YANG BERASAL DARI LUAR NEGERI TERHADAP CUSTOMER PURCHASE INTENTION PADA E-COMMERCE
DOI:
https://doi.org/10.20527/jwmthemanagementinsightjournal.v12i2.274Keywords:
E-commerce, Brand Ambassador , Purchase IntentionAbstract
E-commerce berkembang pesat dan semakin banyak pelaku bisnis yang memanfaatkan peluang ini dalam mengembangkan bisnis mereka secara online. Dengan hadirnya berbagai macam e-commerce di Indonesia, menyebabkan persaingan yang begitu ketat sehingga antar platform berlomba-lomba untuk menjadi unggul dan menarik bagi konsumen. Penelitian ini meneliti mengenai bagaimana pengaruh dari brand ambassador luar negeri terhadap minat beli di e-commerce dan dilengkapi dengan variabel lainnya. Pengumpulan data dilakukan dengan penyebaran kuesioner berupa google form yang disebarkan kepada pengguna e-commerce di Indonesia dan terkumpul sebanyak 310 responden. Terdapat 6 hipotesis yang dianalisa dengan menggunakan Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa price, digital marketing, serta electronic word of mouth berpengaruh signifikan terhadap purchase intention. Terdapat juga variabel korean wave dan brand ambassador yang berpengaruh tidak signifikan pada purchase intention. Variabel attitude towards ads juga tidak memediasi antara variabel brand ambassador dengan purchase intention karena ditemukan hasil yang tidak signifikan.
Kata Kunci: E-commerce, Brand Ambassador, Purchase Intention
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