Faktor Penentu Purchase Intention E-Commerce International: Efek Mediasi dari Trust
DOI:
https://doi.org/10.37385/msej.v4i3.1850Keywords:
Brand Ambassador, Electronic Word of Mouth, Purchase Intention, Service Quality, Trust, Website QualityAbstract
Purchase intention merupakan kecenderungan pelanggan untuk mempertimbangkan melakukan pembelian suatu barang. Penelitian ini menganalisis pengaruh brand ambassador, electronic word of mouth, service quality, website quality dan trust terhadap purchase intention dengan metode pengumpulan data primer. Kuesioner disebar kepada responden yang pernah berbelanja di e-commerce luar negeri seperti Taobao, Alibaba, Amazon dan lain sebagainya, yang berjumlah 380 responden. Penelitian ini menggunakan metode analisis Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa seluruh variabel independen secara bersamaan memiliki pengaruh signifikan terhadap trust dan purchase intention. Selain itu, penelitian ini juga menemukan bahwa trust berhasil memediasi variabel independen terhadap purchase intention. Sehingga dapat disimpulkan bahwa semakin baik kepercayaan konsumen terhadap produk tersebut maka akan meningkat niat beli konsumen.
References
Aji, P. M., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91–104. https://doi.org/10.5267/j.ijdns.2020.3.002
Ali, F. (2016). Hotel website quality, perceived flow, customer satisfaction and purchase intention. Journal of Hospitality and Tourism Technology, 7(2), 213–228. https://doi.org/10.1108/JHTT-02-2016-0010
Buchori, A., & Harwani, Y. (2021). The The Effect of Service Quality and Promotion on Purchase Intention Mediated by Trust (Case Study: PT China Taiping Insurance Indonesia). European Journal of Business and Management Research, 6(2), 44–47. https://doi.org/10.24018/ejbmr.2021.6.2.764
Fahmi, M., Prayogi, M. A., & Jufrizen. (2018). AQLI Lembaga Penelitian dan Penulisan Ilmiah Jurnal Riset Sains Manajemen. Jurnal Riset Sains Manajemen, 2(3), 121–130. https://doi.org/10.5281/zenodo.1477534
Garg, A., & Kumar, J. (2021). Social media marketing influence on Boutique Hotel customers’ purchase intention in Malaysia. Tourism and Management Studies, 17(3), 51–62. https://doi.org/10.18089/tms.2021.170304
Gio, P. U. (2022). Partial least squares structural equation modeling (pls-sem) dengan software smartpls [Review of Partial least squares structural equation modeling (pls-sem) dengan software smartpls]. Uwais Inspirasi Indonesia. https://bukuajar.com/partial-least-squares-structural-equation-modeling-pls-sem-dengan-software-smartpls.html
Gio, P. U., & Caraka, R. E. (2018, June 28). Pedoman Dasar Mengolah Data Dengan Program Aplikasi Statistika Statcal. https://doi.org/10.31227/osf.io/796th
Gio, P.U., Elly Rosmaini, 2015, Belajar Olah Data dengan SPSS, MINITAB, R, MICROSOFT EXCEL, EVIEWS, LISREL, AMOS, dan SMARTPLS, USU Press.
Ha, N. T., Nguyen, T. L. H., Nguyen, T. P. L., & Nguyen, T. Do. (2019). The effect of trust on consumers’ online purchase intention: An integration of tam and tpb. Management Science Letters, 9(9), 1451–1460. https://doi.org/10.5267/j.msl.2019.5.006
Hair dkk., 2014, A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), Sage.
Hsu, C. L., Chen, M. C., Kikuchi, K., & Machida, I. (2017). Elucidating the determinants of purchase intention toward social shopping sites: A comparative study of Taiwan and Japan. Telematics and Informatics, 34(4), 326–338. https://doi.org/10.1016/j.tele.2016.04.016
Kemp, Simon.2022. "DIGITAL 2022: INDONESIA", https://datareportal.com/reports/digital-2022-indonesia, diakses 26 November 2022
Kurniawan, R., Kusumawati, A., & Priambada, S. (2018). Kepercayaan dan Dampaknya pada Keputusan pembelian online pada Website E-Commerce( Studi pada Konsumen PT . B ). Jurnal Administrasi Bisnis (JAB), 62(1), 198–206. E-COMMERCE
Liu, F., Xiao, B., Lim, E. T. K., & Tan, C. (2017). The art of appeal in electronic commerce Understanding the impact of product and. Internet Research, 27(4), 752–771. https://www.emeraldinsight.com/doi/pdfplus/10.1108/IntR-09-2016-0280
Mahfud Sholihin & Dwi Ratmono, 2013, Analisis SEM-PLS dengan WarpPLS 3.0, Penerbit Andi.
Maulana, N., Saftari, I. J., & Batu, R. L. (2021). Pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian Dimediasi oleh Brand Trust pada Bukalapak. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 5(3), 2327–2341.
Meskaran, F., Ismail, Z., & Reka Ramachandiran, C. (2021). Factors Influencing Perceived Trust in Online Purchasing – Considering Third-Party Endorsement. Journal of Computer Science & Computational Mathematics, 11(2), 17–22. https://doi.org/10.20967/jcscm.2021.02.002
Mulyati, Y., & Gesitera, G. (2020). Pengaruh Online Customer Review terhadap Purchase Intention dengan Trust sebagai Intervening pada Toko Online Bukalapak di Kota Padang. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 9(2), 173. https://doi.org/10.30588/jmp.v9i2.538
Nisa, C., & Pramesti, D. A. (2020). How Do Effective Digital Marketing and Brand Ambassador Stimulate Purchase Intention Today? 436, 365–367. https://doi.org/10.2991/assehr.k.200529.075
Nur, D. S., & Octavia, A. (2022). Pengaruh Electronic Word of Mouth Terhadap Keputusan Pembelian Dengan Kepercayaan Konsumen Sebagai Mediasi Pada Marketplace Shopee Di Kota Jambi. Jurnal Manajemen Terapan Dan Keuangan, 11(2), 387–399. https://doi.org/10.22437/jmk.v11i2.17960
Octavia, D., & Tamerlane, A. (2017). The Influence of Website Quality on Online Purchase Intentions on Agoda.Com with E-Trust as a Mediator. Binus Business Review, 8(1), 9. https://doi.org/10.21512/bbr.v8i1.1680
Pasharibu, Y., & Nurhidayah, A. (2021). Digitalization Strategies Through Brand Image , Celebrity Endorser , and Ewom of Indonesian Halal. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(3), 732–743.
Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T., & Merani, S. H. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2020.1869363
Resti Prastiwi, F. T., Ratnaningsih, C. S., Windhyastiti, I., & Khouroh, U. (2020). Analisis Pengaruh Tren Budaya, Brand Ambassador dan Harga terhadap Purchase Intention. Jurnal Bisnis Dan Manajemen, 7(1), 55–60. https://doi.org/10.26905/jbm.v7i1.4222
Riyanto, Andi Dwi.2022. "Hootsuite (We are Social): Indonesian Digital Report 2022", https://andi.link/hootsuite-we-are-social-indonesian-digital-report-2022/, diakses 26 November 2022
Sidharta, I., & Suzanto, B. (2015). Pengaruh Kepuasan Transaksi Online Shopping dan Kepercayaan Konsumen Terhadap Sikap Serta Perilaku Konsumen pada E-commerce. Jurnal Computech & Bisnis, 9(1), 23–36. http://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/download/1753/1763
Sigar, D., Soepeno, D., & Tampenawas, J. (2021). Pengaruh Brand Ambassador, Viral Marketing dan Brand Trust Terhadap Keputusan Pembelian Sepatu Nike Pada Mahasiswa Fakultas Ekonomi dan Bisnis Unsrat. Jurnal EMBA, 9(4), 841–850.
Utami, S. P., Setyowati, N., & Mandasari, P. (2020). Celebrity Brand Ambassador and e-WOM as Determinants of Purchase Intention: A Survey of Indonesian Celebrity Cake. E3S Web of Conferences, 142, 1–9. https://doi.org/10.1051/e3sconf/202014205001
Wijaya, V., & Keni, K. (2022). Pengaruh Celebrity Endorsement Terhadap Purchase Intention Produk Skincare Dengan Brand Trust Dan Brand Attitude Sebagai Variabel Mediasi. 6(2), 274–287.
Wulandari, S. P., Hutauruk, W. R. B., & ... (2021). Pengaruh Brand Ambassador Terhadap Purchase Intention Yang Dimediasi Brand Image Dan Brand Awareness. … Manajemen Dan …, 12(2), 127–137. https://ejournal.upi.edu/index.php/mdb/article/view/38727
Yudhistira, V. (2021). Pengaruh Promosi Penjualan Dan Brand Ambassador Terhadap Minat Beli Dengan Variabel Kepercayaan Sebagai Mediator (Studi Pada Produk Fashion Online Di Surabaya). Jurnal Pendidikan Tata Niaga (Jptn), 9(2), 1237–1243.
Zhao, Y., Wang, L., Tang, H., & Zhang, Y. (2020). Electronic word-of-mouth and consumer purchase intentions in social e-commerce. Electronic Commerce Research and Applications, 41(May 2019), 100980. https://doi.org/10.1016/j.elerap.2020.100980
Template
