MINAT BELI PADA MARKETPLACE SHOPEE (STUDI PADA DKI JAKARTA)
The development of the Shopee marketplace to become the number one marketplace globally has experienced ups and downs in its business competition. This study aims to determine the effect of reputation, EWOM and brand trust on purchase intention at the shopee marketplace in the DKI Jakarta area. This...
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2022-12-27.
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| 520 | |a The development of the Shopee marketplace to become the number one marketplace globally has experienced ups and downs in its business competition. This study aims to determine the effect of reputation, EWOM and brand trust on purchase intention at the shopee marketplace in the DKI Jakarta area. This study used a quantitative descriptive analysis method, which then obtained data from distributing questionnaires using a non-probability sampling method with purposive sampling. So that the sample used was 143 marketplace marketplace users domiciled in DKI Jakarta. Data analysis used is descriptive and inferential data analysis techniques using Partial Least Square (PLS) with SmartPLS 3.2.9 software. The results of this study indicate that reputation has an influence on purchase intention of 0.429, EWOM has an influence on purchase intention of 0.601, brand trust has an influence on purchase intention of -0.145. | ||
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