Pengaruh digital marketing, celebrity endorsement, dan e-wom terhadap purchase intention pada e-commerce Lazada

Damanik, Sah Miko (2023) Pengaruh digital marketing, celebrity endorsement, dan e-wom terhadap purchase intention pada e-commerce Lazada. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini dilakukan untuk mengetahui adanya pengaruh digital marketing, celebrity endorsement dan e-wom terhadap minat beli konsumen pada e-commerce Lazada. Penelitian ini merupakan penelitian kuantitatif yang melibatkan pemanfaatan pengukuran skala ordinal untuk mendapatkan nilai numerik dengan metode pengumpulan data melalui kuesioner elektronik yang disusun menggunakan Google Form dan disebar melalui media online seperti LINE, WhatsApp dan Instagram. Teknik yang digunakan penelitian ini adalah non-probability sampling menggunakan convenience sampling dengan jumlah 330 responden dan sampel dalam penelitian ini adalah mahasiswa Universitas Pelita Harapan yang menggunakan e-commerce Lazada. Analisis yang digunakan dalam penelitian ini menggunakan program SPSS yaitu IBM SPSS Statistics 22. Hasil penelitian ini menemukan bahwa celebrity endorsement berpengaruh terhadap purchase intention. Sedangkan digital marketing dan e-wom tidak berpengaruh terhadap purchase intention. Penelitian ini hanya berfokus kepada purchase intention pada e-commerce Lazada, sehingga harus dilakukan penelitian lebih lanjut untuk melihat purchase behavior konsumen terhadap e-commerce Lazada yang spesifik. Kata Kunci: Purchase Intention, Digital Marketing, Celebrity Endorsement, e-WOM, Electronic word-of-mouth, E-commerce, Lazada./This research aims to determine the influence of digital marketing, celebrity endorsement and e-WOM on consumer buying interest in Lazada e-commerce. This research is quantitative research which involves the use of ordinal scale measurements to obtain numerical values using data collection methods through electronic questionnaires prepared using Google Form and distributed via online media such as LINE, WhatsApp and Instagram. The technique used in this research is non-probability sampling using convenience sampling with a total of 330 respondents and the sample in this research is Pelita Harapan University students who use Lazada e-commerce. The analysis used in this research uses Statistical Program for Social Science (SPSS) program, namely IBM SPSS Statistics 22. The results of this research found that celebrity endorsements influence purchase intentions. Meanwhile, digital marketing and e-WOM have no effect on purchasing intentions. This research only focuses on purchase intention on Lazada e-commerce, so further research must be carried out to look at consumer purchase behavior towards specific Lazada e-commerce. Keywords: Purchase Intention, Digital Marketing, Celebrity Endorsement, e-WOM, Electronic word-of-mouth, E-commerce, Lazada

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