Authors : Anna Rahmi Fitri; Djumarno

Volume/Issue : Volume 8 - 2023, Issue 3 - March

Google Scholar : https://bit.ly/3TmGbDi

Scribd : https://bit.ly/3m4EdeD

DOI : https://doi.org/10.5281/zenodo.7793010

Abstract : This study explains the influence of Digital Ads, Online Selling, Online Customer Experience, on Purchase Intention Using Brand Awareness Variables as Mediation Variables during the 2021-2022 Pandemic by using case studies on Legoproject.Id. The research method used is quantitative research using a structured questionnaire. The determination of the number of samples used in this study was based on the Hair formula with the number of samples to be used in the study being 185 people who had transacted at legoproject.id. This study uses five variables, namely digital advertising, online selling, Online Customer Experience, Purchase Intention, Brand awareness. The data in this study were obtained from primary sources using a questionnaire distributed to consumers of Lego project.id which was then measured using a Likert Scale. Testing the research hypothesis was carried out using the Partial Least Square (PLS) approach based on the Structural Equation Model (SEM). The results of this study are that digital advertising and customer experience are important factors and can directly influence customer purchase intentions, while online sales are not a significant factor that can influence customer purchase intentions. Brand awareness is a factor capable of influencing purchase intention, and also plays a mediating role in the relationship between digital advertising, online sales, consumer experience, and purchase intention. Theoretical implications of this study are that it is anticipated to be able to conduct both studies, namely qualitative and quantitative to provide more in-depth research results and more effective suggestions, using variables that are not used in the presurvey table, and further research can be conducted on other business sectors or in e-commerce because it is possible to produce different conclusions with different objects. The practical implications of this research, must pay attention to marketing factors that affect brand awareness such as digital advertising and customer experience during transactions that can affect customer purchase intentions, where most customers will be more interested in buying things that are more familiar to them.

Keywords : Brand Awareness; Digital Ads; Onlinse Selling; Online Customer Experience, Purchase Intention