Pengaruh Sales Promotion, Electronic Word of Mouth, Brand Awareness, dan Perceived Ease of Use Terhadap Consumer Repurchase Intention di E-Commerce Lazada

Shalati, Tavia Adinta (2023) Pengaruh Sales Promotion, Electronic Word of Mouth, Brand Awareness, dan Perceived Ease of Use Terhadap Consumer Repurchase Intention di E-Commerce Lazada. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Adanya perkembangan teknologi dan internet memberikan pengaruh pada penggunaan digital dalam berbagai kegiatan, salah satunya belanja online. E-commerce menjadi platform yang paling sering digunakan untuk berbelanja online karena menjual berbagai macam varian produk dari satu aplikasi. Lazada merupakan salah satu e-commerce di Indonesia yang menjual produk fashion, kecantikan, elektronik, kesehatan, keperluan rumah tangga, hingga otomotif. Dalam menjalankan bisnisnya, Lazada terus meningkatkan strategi penjualan agar dapat bersaing dan meningkatkan pembelian konsumen terhadap produk dan layanan mereka. Sales promotion yang dilakukan oleh Lazada berupa campaign setiap bulan untuk mendorong konsumen berbelanja, brand awareness juga diperlukan agar konsumen mengetahui eksistensi Lazada dan produk yang dijualnya. Review dari para konsumen melalui electronic word of mouth (E-WOM) merupakan bentuk komunikasi yang dapat memengaruhi persepsi konsumen lain akan layanan Lazada, dan ditambah lagi dengan faktor kemudahan penggunaan aplikasi akan menjadi penentu apakah konsumen akan melakukan pembelian atau tidak. Selain itu, penelitian ini juga menggunakan faktor consumer trust sebagai moderasi hubungan keputusan pembelian konsumen dan minat beli ulangnya. Penelitian ini merupakan penelitian kuantitatif dan pengumpulan data dilakukan secara online melalui google form ke pengguna dan konsumen Lazada sebagai responden penelitian. Sebanyak 337 data berhasil dikumpulkan dan diolah dengan software SmartPLS dengan metode analisis PLS-SEM. Hasil analisis menunjukkan bahwa sales promotion, brand awareness, dan perceived ease of use berpengaruh positif terhadap purchase decision. Kemudian purchase decision sebagai mediasi berpengaruh positif terhadap repurchase intention, serta consumer trust memoderasi hubungan purchase decision terhadap repurchase intention. Namun, E-WOM tidak berpengaruh terhadap purchase decision konsumen di ¬e-commerce Lazada.
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The development of technology and the internet has influenced the use of digital in various activities, one of which is online shopping. E-commerce is the most commonly used platform for online shopping because it sells a wide variety of products from one application. Lazada is one of the e-commerce in Indonesia that sells fashion, beauty, electronics, health, household needs, and automotive products. In running its business, Lazada continues to improve sales strategies in order to compete and increase consumer purchases of their products and services. Sales promotion carried out by Lazada in the form of a campaign every month to encourage consumers to shop, brand awareness is also needed so that consumers know the existence of Lazada and the products it sells. Reviews from consumers through electronic word of mouth (E-WOM) are a form of communication that can influence other consumers' perceptions of Lazada services, and coupled with the ease of use factor of the application will determine whether consumers will make a purchase or not. In addition, this study also uses the consumer trust factor as a moderating factor in the relationship between consumer purchasing decisions and their repurchase intention. This research is quantitative research and data collection is carried out online via google form to Lazada users and consumers as research respondents. A total of 337 data were collected and processed with SmartPLS software with the PLS-SEM analysis method. The results of the analysis show that sales promotion, brand awareness, and perceived ease of use have a positive effect on purchase decision. Then purchase decision as mediation has a positive effect on repurchase intention, and consumer trust moderates the relationship between purchase decision and repurchase intention. However, E-WOM has no effect on consumer purchase decisions in Lazada e-commerce.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Sales Promotion, E-WOM, Brand Awareness, Perceived Ease of Use, Consumer Trust, Purchase Decision, Repurchase Intention, E-commerce, Lazada
Subjects:	A General Works > AC Collections. Series. Collected works A General Works > AC Collections. Series. Collected works A General Works > AS Academies and learned societies (General) A General Works > AS Academies and learned societies (General) H Social Sciences > HF Commerce
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Tavia Adinta Shalati
Date Deposited:	10 Jul 2023 13:29
Last Modified:	10 Jul 2023 13:29
URI:	http://repository.its.ac.id/id/eprint/98388

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