Pengaruh Identitas Merek, Citra Merek, Integritas Merek, Interaksi Merek Terhadap Niat Beli Milenial Pada e-Commerce Lazada di Jawa Timur
Daftar Isi:
- This study aims to examine the significance of the positive influence of Brand Identity, Brand Image, Brand Integrity, and Brand Interactivity on Millennial Purchase Intentions on Lazada e-commerce in East Java. The sample in this study consisted of 108 respondents with characteristics as respondents who have an account or user on Lazada e-commerce, have an interest in purchasing, but have not made transactions on Lazada e-commerce, including the Lazada Millennial generation who were born in 1981 until 1996, and domiciled in East Java. Sampling in this study with non-probability sampling method and purposive sampling. Analysis using Structural Equating Modeling (SEM) on Partial Least Square (PLS) and data collection using surveys. The results of this study indicate that Brand Identity, Brand Image, Brand Integrity, and Brand Interactivity affect Millennial Purchase Intentions on Lazada e-commerce. This is supported by partial test results which show that there is a positive influence of each variable of Brand Identity, Brand Image, Brand Integrity, and Brand Interactivity on the Purchase Intention variable.