PENGARUH IKLAN, PROMOSI PENJUALAN, DAN BRAND IMAGE TERHADAP MINAT BELI ULANG (Studi Pada Pengguna Shopee)
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Institusion
Universitas Bakrie
Author
Azmi, Maulida
Subject
Advertising
Datestamp
2020-08-22 13:33:14
Abstract :
Background of this research come from the current trend of online shopping, nowdays online shopping often used by consumers. One of the high brand in e-commerce is Shopee, although Shopee have much visitors, but its does not reflect the high repurchase intention that can be seen from the value of the Shopee transaction. Therefore its important for companies to know the factors that influence the repurchase intention from Shopee. The purpose of this study is to find out the factors that affect repurchase intention in consumers using Shopee applications through advertisements, sales promotions and brand image. This type of research is quantitative research. The data presented in this study were obtained through a questionnaire given to 110 respondents. Statistical analysis using SPSS 16 is used in the model and hypotesis testing. The results of this study indicate that advertising, sales promotion and brand image have a positive effect on repurchase intention in Shopee.
Background of this research come from the current trend of online shopping, nowdays online shopping often used by consumers. One of the high brand in e-commerce is Shopee, although Shopee have much visitors, but its does not reflect the high repurchase intention that can be seen from the value of the Shopee transaction. Therefore its important for companies to know the factors that influence the repurchase intention from Shopee. The purpose of this study is to find out the factors that affect repurchase intention in consumers using Shopee applications through advertisements, sales promotions and brand image. This type of research is quantitative research. The data presented in this study were obtained through a questionnaire given to 110 respondents. Statistical analysis using SPSS 16 is used in the model and hypotesis testing. The results of this study indicate that advertising, sales promotion and brand image have a positive effect on repurchase intention in Shopee.
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