Peran Kepercayaan Konsumen Sebagai Mediasi Pengaruh Persepsi Kemudahan Dan Keamanan Bertransaksi Terhadap Minat Beli Konsumen E-Marketplace Shopee Di Kota Denpasar
DOI:
https://doi.org/10.37385/zwmewn12Keywords:
Persepsi Kemudahan, Keamanan Bertransaksi, Kepercayaan Konsumen, E-CommerceAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh persepsi kemudahan dan keamanan bertransaksi terhadap minat beli pelanggan dengan kepercayaan konsumen sebagai variabel mediasi pada e-marketplace Shopee di Kota Denpasar. Penelitian ini menggunakan pendekatan kuantitatif dengan metode eksplanatori. Sampel penelitian berjumlah 200 responden yang dipilih menggunakan teknik purposive sampling, dengan kriteria pengguna Shopee yang pernah melakukan transaksi dan berusia minimal 17 tahun. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa kepercayaan konsumen berpengaruh positif dan signifikan terhadap minat beli. Persepsi kemudahan terbukti memiliki pengaruh positif dan signifikan terhadap kepercayaan konsumen maupun minat beli, baik secara langsung maupun tidak langsung. Sementara itu, persepsi keamanan bertransaksi berpengaruh positif dan signifikan terhadap kepercayaan konsumen, namun tidak berpengaruh langsung secara signifikan terhadap minat beli. Temuan ini menunjukkan bahwa kepercayaan konsumen memediasi secara penuh hubungan antara keamanan bertransaksi dan minat beli. Secara keseluruhan, penelitian ini menegaskan bahwa kepercayaan konsumen merupakan faktor kunci dalam mendorong minat beli pada platform e-commerce. Oleh karena itu, peningkatan kemudahan sistem dan jaminan keamanan transaksi perlu dioptimalkan untuk membangun kepercayaan konsumen, sehingga dapat meningkatkan minat beli pelanggan secara berkelanjutan.
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