Pengaruh Online Retailer CSR Terhadap Customer Purchase Intention DenganMediasi Brand Identification, Word Of Mouth dan Customer Satisfaction

Lily Purwianti, Marina Marina

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Abstrak

Tujuan penelitian ini yaitu untuk mengetahui apakah ada pengaruh signifikan dari Online Retailer CSR, Brand Identification, WOM, Customer Satisfaction terhadap Purchase Intention pada E-commerce. Penelitian ini menggunakan variabel dependen  Customer Purchase Intention, variabel mediasi yang digunakan yaitu Brand Identification, Word Of Mouth, Customer Satisfaction. Variabel independen Online Retailer CSR. Penelitian ini menggunakan responden sebanyak 221 responden dengan metode purposive sampling yang respondennyamemiliki usia 15 sampai 59 tahun yang pernah berbelanja di e-commerce.Penelitian ini menganalisis data dengan menggunakan software SPSS versi 26 untuk menganalisis data responden bagian demografi dan software Smart PLS versi 3.0 untuk menguji hipotesis. Hasil dari penelitian ini menyatakan bahwa Online Retailer CSR berpengaruh yang signifikan positif terhadap Customer Satisfaction dan Brand Identification. Dan WOM  tidak berpengaruh signifikan positif terhadap Purchase Intention. Berdasarkan hasil penelitian ini, dalam meningkatkan purchase intention terhadap e-commerce maka pelaku bisnis e-commerce disarankan untuk meningkatkan lagi kepuasaan pelanggan melalui citra dari Brand Identification, Word Of Mouth, Customer Satisfaction.

Kata Kunci: Retailer CSR, Brand Identification, WOM, Customer Satisfaction,Purchase Intention


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Referensi


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DOI: https://doi.org/10.37531/yum.v4i3.1269

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