Repository Universitas Negeri PadangPengaruh Brand Loyaty, Cross-Channel Searching, Channel Price Advantage, Channel Satisfaction, Perceived Risk Terhadap Channel Selection Intention Shopee (Studi Kasus Produk Lipstik Maybelline) di Kota PadangAnnisa SafiraMarsalauthorPenelitian ini bertujuan untuk mengkaji pengaruh Brand Loyalty, Cross-Channel Seacrhing, Channel Price Advantage, Channel Satisfaction, Perceived Risk terhadap Channel Selection Intention Shopee (Studi Kasus Produk Lipstik Maybelline) Di Kota Padang. Data dikumpulkan melalui distribusi kuesioner secara online dari 300 responden. Metode penelitian yang digunakan adalah kuantitatif dengan analisis data menggunakan Smart PLS dan teknik boostsrap. Hasil penelitian menunjukkan bahwa ( 1 ) Brand Loyalty memiliki pengaruh terhadap Channel Selection Intention. ( 2 ) Cross-Channel Seacrhing tidak berpengaruh terhadap Channel Selection Intention. ( 3 ) Channel Satisfaction tidak berpengaruh terhadap Channel Selection Intention ( 4 ) Channel Price Advantage tidak berpengaruh terhadap Channel Selection Intention. ( 5 ) Perceived Risk berpengaruh terhadap Channel Selection Intention. Temuan ini memberikan wawasan tentang bagaimana Brand Loyalty, Cross Channel Searching, Channel Price Advantage, Channel Satisfaction, Perceived Risk berpengaruh terhadap Channel Selection Intention.HB Economic Theory2025Universitas Negeri Padang;Manajemen FE UNPThesis

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