PENGARUH E –TRUST DAN MARKETING PUBLIC RELATION KEPUTUSAN KONSUMEN UNTUK BERBELANJA PADA PASAR E – COMMERCE (STUDI PADA PELANGGAN SITUS JUAL BELI LAZADA)

Abstract

The purpose of thus research is to find the impact of e-trust and marketing public relations toward purchasing decision process of consumer at online marketplace Lazada. This research is triggered by the decreasing percentage of Top Brand Award on every category Lazada is in. Even though Lazada as an online service provider has done several effort to improve customer trust with quality improvement and developing small and micro entreprise. The methods used in this research is descriptive and verificative. The population in this research are Lazada consumer who having intention to repurchase from Lazada. The sampling technique in this research is a purposive sampling, with the number of sample is 200 people. To analise the data the author used Path Analysis to understand the correlation wether it is simultaneous or partial.