Pengaruh Electronic Word of Mouth dan Hubungan masyarakat terhadap Kesadaran Merek yang Mempengaruhi Niat Beli Pelanggan Qlapa di Jakarta
Daftar Isi:
- The growth of E – Commerce in Indonesia has caused the number of start-ups in the field of E – Commerce to grow too, but some of the start-ups have obstacles to face. For example, Qlapa who has decided to close the business. Based on preliminary study conducted, it was found that there was a lack of brand awareness and purchase intention of Qlapa’s prospective customers. Therefore, the purpose of this study is to determine the effect of electronic word of mouth on Qlapa’s brand awareness, to determine the effect of public relations on Qlapa’s brand awareness, and to determine the effect of Qlapa brand awareness on the purchase intention of Qlapa products. To answer the research objectives and to test the hypothesis of this study, the Structural Equation Modeling - Partial Least Square (SEM-PLS) method was used with the SmartPLS version 3.2.8. Respondents in this study were 100 Qlapa’s prospective customers in the Jakarta area who had seen Qlapa's reviews and publications. This study proves that electronic word of mouth has no significant effect on brand awareness, public relations have a significant and positive effect on brand awareness, and brand awareness has a significant and positive effect on purchase intention. Suggestions in this study are for start-ups to strengthen brand recognition through social media (Instagram, etc) and encourage prospective customers to find out what products are sold on the website.