Pengaruh Loyalitas Merek, Nilai Iklan dan Nilai Hedonis terhadap Pembelian Aktual Melalui Mediasi Niat Beli Pelanggan Lazada di Surabaya
Daftar Isi:
- Competition between e-commerce in Indonesia is getting tougher in line with the Covid-19 pandemic which requires shopping with online transactions, thus placing Lazada in an increasingly competitive competition. The purpose of this study was to examine and analyze the influence of Brand Loyalty, Advertising Value and Hedonic Value on Actual Purchases by Mediation of Lazada Customer’s Purchase Intentions in Surabaya.This type of research is a causal-comparative research with survey method and quantitative approach. The sample in this study was 100 Lazada customers in Surabaya using purposive sampling technique. The data collection technique in this study used a questionnaire which was then analyzed using SEM analysis with the help of the Partial Least Square program.The results of the analysis in this study indicate that Brand Loyalty and Advertising Value have a significant influence on Purchase Intention, while Hedonic Value does not have a significant influence on Purchase Intention. Purchase Intention has a significant influence on Actual Purchases. Advertising Value and Hedonic Value have a significant influence on Actual Purchases, while Brand Loyalty has no significant influence on Actual Purchases. Brand Loyalty and Advertising Value have a significant influence on Actual Purchases through Purchase Intentions, while Hedonic value does not have a significant influence on Actual Purchases through Purchase Intentions on Lazada customers. Keywords : Brand Loyalty, Advertising Value, Hedonic Value, Purchase Intention, Actual Purchase