PENGARUH PERCEIVED INFLUENCE PADA INTENTION TO PURCHASE, BRAND ENGAGEMENT, BRAND EXPECTED VALUE SEBAGAI VARIABEL INTERVENING
DOI:
https://doi.org/10.22437/jmk.v13i03.32307Abstract
Penelitian ini bertujuan untuk menentukan pengaruh perceived impact terhadap niat beli, keterlibatan merek, dan nilai yang diharapkan dari merek sebagai variabel intervening di Yogyakarta. Kemajuan teknologi dalam berbelanja telah menunjukkan kemajuan signifikan di seluruh dunia. Di Indonesia, banyak aplikasi e-commerce yang tersedia, dengan Blibli.com menjadi salah satu platform terkemuka yang masih dalam tahap pengembangan. Studi ini menggunakan metode kuantitatif, menargetkan konsumen Blibli.com di Yogyakarta sebagai populasi. Pengambilan sampel nonprobability digunakan, dengan menyebarkan kuesioner kepada 277 responden, yang diukur menggunakan skala Likert. Teknik analisis data yang diterapkan adalah analisis regresi linier berganda. Temuan menunjukkan adanya korelasi yang signifikan dan positif antara Perceived Influence, Brand Engagement, Brand Expected Value, dan Intention To Buy di Blibli.com.
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