Febry, Ardiani (2024) PENGARUH BRAND IMAGE, E-WOM DAN KEPERCAYAAN TERHADAP MINAT BELI SECARA ONLINE DI ECOMMERCE LAZADA (STUDI KASUS PADA MAHASISWA UNIVERSITAS MALIKUSSALEH KOTA LHOKSEUMAWE PENGGUNA LAZADA). S1 thesis, Universitas Malikussaleh.

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Abstract

This research examines the influence of Brand Image, E-Wom and Trust on Online Purchasing Interest in Ladaza e-commerce (a Case Study at Malikussaleh University Students, Lhokseumawe City). The independent variables in this research are brand image, electronic word of mouth and trust. Meanwhile, the dependent variable is Purchase Interest. This type of research uses quantitative methods. This study uses primary data obtained by distributing questionnaires to 119 buyers via the Lazada application in Lhokseumawe City. The data analysis technique used is multiple linear regression using SPSS version 26 software. The results of partial tests reveal that Brand Image and Trust positively and significantly affect the purchase interest of Lazada users in Lhokseumawe City, and E-WOM has no significant effect on Lazada users' buying interest in Lhokseumawe City. Meanwhile electronic word of mouth has no significant effect on purchasing interest in Lazada e-commerce in Lhokseumawe City, Where the results of testing the coefficient of determination showed that buying interest among Lazada users in Lhokseumawe City was influenced by brand image, e- wom, and trust by 86%

Item Type:	Thesis (S1)
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > 61201 - Jurusan Manajemen
Depositing User:	Febry Ardiani
Date Deposited:	22 Mar 2024 02:44
Last Modified:	22 Mar 2024 02:44
URI:	https://rama.unimal.ac.id/id/eprint/1670

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