ANALISIS PENGARUH KUALITAS PELAYANAN, PROMOSI, E-WOM, DAN CITRA MEREK TERHADAP MINAT BELI SITUS E-COMMERCE LAZADA DI KOTA SEMARANG

Abstract

This study aims to know the relationship and the effect of service quality, promotion, electronic word of mouth, and brand image to purchase intention on e-commerce site Lazada in Semarang City. The sample used in this study were 100 respondents who had shopped at the Lazada e-commece site in Semarang. Samples were selected by purposive sampling method. The analysis data method was using descriptive analysis, classical assumption test analysis (normality test, heterokedasticity test, multicollinearity test), multiple regression analysis, and hypothesis test (F-Statistical test, t-statistical test, coefficient of determination test). The results of the study indicate that there are positive and significant relationship between the variables of service quality, promotion, E-Wom, and brand image to purchase intention.