NINGSIH, DEWI UNTARI RATNA (2025) FAKTOR-FAKTOR YANG MEMPENGARUHI PURCHASE INTENTION MELALUI TOKOPEDIA. S2 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
This study examines factors affecting purchase intention on Tokopedia, including brand image, e-service quality, and online customer reviews/ratings, with a focus on the mediating role of e-trust. A quantitative approach using PLS-SEM analyzed data from 203 Tokopedia users collected from May to June 2025 via Google Forms questionnaire. The results indicate that brand image and e-service quality has a significant effect on purchase intention, online reviews/ratings do not directly influence it. Interestingly, e-trust does significantly impact purchase intention and doesn't mediate the effects of brand image and e-service quality. However, e-trust significantly mediates the relationship between online reviews/ratings and purchase intention. To boost purchase intention, focus on excellent service, a strong brand image, e-trust, and genuine customer reviews. Studi ini meneliti faktor-faktor yang memengaruhi purchase intention di Tokopedia, termasuk brand image, e-service quality, dan online customer reviews/ratings, dengan fokus pada peran mediasi dari e-trust. Pendekatan kuantitatif menggunakan metode PLS-SEM diterapkan untuk menganalisis data dari 203 pengguna Tokopedia yang dikumpulkan melalui kuesioner Google Forms dari bulan Mei hingga Juni 2025. Hasil penelitian menunjukkan bahwa brand image dan e-service quality memiliki pengaruh signifikan terhadap purchase intention, sementara online customer review/rating tidak memengaruhinya secara langsung. Menariknya, e-trust memiliki dampak signifikan terhadap purchase intention dan tidak memediasi pengaruh brand image serta e-service quality. Namun, e-trust secara signifikan memediasi hubungan antara online customer review/rating dan purchase intention. Untuk meningkatkan purchase intention, fokuslah pada layanan yang unggul, brand image yang kuat, e-trust, dan ulasan pelanggan yang baik.
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55123110053 |
| Uncontrolled Keywords: | Purchase Intention, E-Trust, Brand Image, E-Service Quality, Online Customer Review/Rating, Tokopedia Purchase Intention, E-Trust, Brand Image, E-Service Quality, Online Customer Review/Rating, Tokopedia |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | NAIMAH NUR ISLAMIDIYANAH |
| Date Deposited: | 13 Sep 2025 03:50 |
| Last Modified: | 13 Sep 2025 07:28 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/97804 |
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