Vickananda, Prisadena Ayang (2025) An Analysis of The Relationship between Brand Image, Product Quality, Product Description and Social Media Influencers on Purchase Intention in Shopee Marketplace Consumers. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study was conducted to determine the effect of brand image, product quality, product description and social media influencers on purchase intention of consumers of the Shopee marketplace. Data collection was carried out through questionnaires distributed to shopee marketplace users. This study uses purposive sampling method. The sample used was 109 respondents. The data in this study were processed using Partial Least Square Structural Equation Modeling (PLS-SEM). The results of this study state that brand image has a significant positive effect on consumer purchase intention in the shopee marketplace. Product quality has a significant positive effect on consumer purchase intention in the shopee marketplace. Product description does not have a significant influence on consumer purchase intention on the shopee marketplace. Social media influencers do not have a significant influence on consumer purchase intentions in the shopee marketplace. These findings suggest that marketplace shopee marketes can utilise brand image and product quality to drive consumer purchase intentions. Keywords: brand image, product quality, product description, social media influencers, purchase intention
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | Prisadena Ayang Vickananda |
| Date Deposited: | 10 Mar 2025 07:02 |
| Last Modified: | 10 Mar 2025 07:02 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13311 |
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