PENGARUH ONLINE CUSTOMER REVIEW TERHADAP MINAT BELI DENGAN KEPERCAYAAN SEBAGAI VARIABEL INTERVENING PADA SHOPEE

Abstract

Abstrak Penelitian ini dilakukan untuk mengetahui pengaruh online customer review terhadap minat beli dengan kepercayaan sebagai variabel intervening pada Shopee. Shopee merupakan e-commerce yang menawarkan berbagai transaksi jual beli secara online dengan aman dan tepercaya melalui ponsel. Shopee dibawah naungan SEA Group menawarkan one stop mobile experience yang memudahkan penjual dan pembeli dalam bertransaksi. Penelitian ini menggunakan metode analisis deskriptif dan kausal dengan alat bantu analisis Structural Equation Modelling (SEM) PLS. Pengambilan sampel dilakukan dengan metode nonprobability sampling dengan jumlah responden sebanyak 200 orang yang merupakan pengguna aplikasi Shopee dan pernah berbelanja di Shopee. Berdasarkan hasil analisis deskriptif variabel online customer review, kepercayaan dan minat beli termasuk dalam kategori sangat baik. Hasil pengujian hipotesis, online customer review dan kepercayaan secara langsung berpengaruh signifikan terhadap minat beli. Sedangkan online customer review terhadap minat beli melalui kepercayaan sebagai pengaruh tidak langsung memiliki pengaruh yang signifikan. Kata kunci: online customer review, kepercayaan, minat beli Abstract This research was conducted to determine the effect of online customer reviews on purchase intention with trust as an intervening variable at Shopee. Shopee is an e-commerce that offers various safe and reliable online buying and selling transactions via mobile phones. Shopee under the SEA Group offers a one stop mobile experience that makes it easier for sellers and buyers to transact. This research uses descriptive and causal analysis methods with the PLS Structural Equation Modeling (SEM) analysis tool. Sampling was carried out by non-probability sampling method with the number of respondents as many as 200 people who are users of the Shopee application and have shopped at Shopee. Based on the results of the descriptive analysis of the online customer review variables, trust and purchase interest are included in the very good category. The results of hypothesis testing, online customer reviews and trust directly have a significant effect on purchase intention. Meanwhile, online customer reviews on purchase intention through trust as an indirect effect have a significant effect. Keywords: online customer review, trust, purchase intention

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