Pengaruh Citra Merek, Social Media Advertising dan Brand Attitude terhadap Minat Berbelanja di Platform OLX

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Abstrak

The aim of this research is to determine the influence of brand image, social media advertising and brand attitude on shopping intentions on the Olx platform. The data collection technique is based on collecting data from online users of the Tokopedia application as many as 198 Instagram and social media users. Then the data was processed using convenience sampling techniques and analysis tools using SmartPLS3 to test the research model empirically. The results of the research are that there is a positive and significant influence between Brand Image and Brand Attitude to increase consumer shopping intentions. This means that the better the brand image, the better the Brand Attitude will be among the public. There is a positive and significant influence between Social Media Adv and Brand Image to increase consumer shopping intentions. This means that Social Media Advertising that is managed uniquely and attractively will provide a good brand image. There is a positive and significant influence between Social Media Adv and Brand Attitude to increase consumer shopping intentions. This means that when a company issues Social Media Adv or advertisements on social media well and uniquely, it will increase the company's brand attitude. There is a positive and significant influence between Brand Attitude on Consumer Shopping Intentions. This means that a good Brand Attitude will increase consumer shopping intentions.