Pengaruh Website Design, Brand Awareness, dan Customer Reviews Terhadap Purchase Intention Pengguna Shopee di Surabaya

Mohammad Rafli, Fresha Kharisma, Muhammad Fajar Wahyudi Rahman, Ika Diyah Candra Arifah

Abstract


Penelitian ini menganalisis pengaruh website design, brand awareness, dan customer reviews terhadap purchase intention pengguna Shopee di Surabaya. Data dikumpulkan melalui survei online pada 147 responden dengan teknik purposive sampling dan dianalisis menggunakan SEM-PLS. Hasil uji model menunjukkan instrumen memenuhi validitas dan reliabilitas. Model struktural memiliki daya jelaskan moderat (R² = 0,587) dan relevansi prediktif kuat (Q² = 0,369). Pengujian hipotesis membuktikan bahwa website design (β = 0,285; p < 0,001), brand awareness (β = 0,375; p < 0,001), dan customer reviews (β = 0,289; p < 0,001) berpengaruh positif dan signifikan terhadap purchase intention, dengan kontribusi terbesar berasal dari brand awareness. Temuan ini menegaskan bahwa niat beli dipengaruhi faktor fungsional, simbolik, dan sosial-informatif pada platform e-commerce.

Keywords


Brand Awareness, Customer Reviews, Purchase Intention, Website Design.

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DOI: https://doi.org/10.17509/ijdb.v5i4.97549

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