RAMADHANI, Hafiz (2021) The Influence of Brand Awareness and Online Consumer Reviews Dimension on Online Purchase Intention: A Study on Mpwr Digital Service Providers in Indonesia. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This research is an empirical study on MPWR providers. This research takes the title: “The Influence of Brand Awareness and Online Consumer Reviews Dimension on Online Purchase Intention: A Study on MPWR Digital Service Providers in Indonesia”. The purpose of this research is to find out and find empirical evidence of the influence of Brand Awareness, Review Quality, Review Quantity, and Source Credibility on Online Purchase Intention. The population in this study is Internet users in Indonesia. The sample in this study is 160 people. Determination of the sample using the purposive sampling method. The analytical tool used is multiple regression. Based on the results of research and data analysis shows that: (1) Brand Awareness has a positive effect on Online Purchase Intention. (2) Review Quality has a positive effect on Online Purchase Intention. (3) Review Quantity has a positive effect on Online Purchase Intention. (4) Source Credibility has a positive effect on Online Purchase Intention. The implication of the conclusion above is that management is expected to be able to build brand awareness by increasing the intensity of promotions and utilizing online reviews as low-cost marketing. Review Quantity is the independent variable that has the most significant influence on online purchase intentions on MPWR providers. In this study, consumers assume that a high number of reviews and ratings indicate that the product or service has high sales, reputation, and popularity. Company management can use the findings from this study for decision-making to increase or at least maintain consumer online purchase intention through the number of reviews.

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