PERAN KEPERCAYAAN DALAM MEMEDIASI EWOM DAN PERSEPSI RISIKO TERHADAP MINAT BELI ONLINE DI SHOPEE

ILHAMALIMY, RIDHO RAFQI (2021) PERAN KEPERCAYAAN DALAM MEMEDIASI EWOM DAN PERSEPSI RISIKO TERHADAP MINAT BELI ONLINE DI SHOPEE. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the role of trust in mediatinge eWOM and Perceived Risk of online purchase intention at shopee. The population in this research is online consumers who have never made a purchase at a shopee located in DKI Jakarta, with a total sample size of 185. The data analysis method uses the Structural Equation Model-Partial Least Square (SEM-PLS). The results of the study found that eWOM has a positive and significant influence on online purchase intention at Shopee. Perceived risk has a negative and significant effect on online purchase intention at Shopee. Trust has a positive and significant influence on online purchase intention at Shopee. eWOM has a positive and significant influence on trust in Shopee. Perceived risk has a negative and significant effect on trust in Shopee. Trust is able to mediate eWOM and has a positive and significant effect on online purchase intention at Shopee. Trust is able to mediate perceived risk which has a negative and significant effect on online purchase intention at Shopee. The implications and limitations of the study are discussed in the article. Keywords: eWOM, Perceived Risk, Purchase Intention, Trust Penelitian ini bertujuan untuk menganalisis peran kepercayaan dalam memediasi eWOM dan persepsi risiko terhadap minat beli online di Shopee. Populasi dalam penelitian ini konsumen online yang belum pernah melakukan pembelian di Shopee yang berlokasi di DKI Jakarta, dengan jumlah sampel yang di olah sebanyak 185. Metode analisis data menggunakan Structural Equation Model- Partial Least Square (SEM-PLS). Hasil penelitian menemukan bahwa eWOM memiliki pengaruh positif dan signifikan terhadap minat beli online di Shopee. Perepsi risiko memiliki pengaruh negatif dan signifikan terhadap minat beli online di Shopee. Kepercayaan memiliki pengaruh positif dan signifikan terhadap minat beli online di Shopee. eWOM memiliki pengaruh positif dan signifikan terhadap kepercayaan di Shopee. Perepsi risiko memiliki pengaruh negatif dan signifikan terhadap kepercayaan di Shopee. Kepercayaan mampu memediasi eWOM berpengaruh positif dan signifikan terhadap minat beli online di Shopee. Kepercayaan mampu memediasi persipsi risiko berpengaruh negatif dan signifikan terhadap minat beli online di Shopee. Implikasi dan keterbatasan penelitian dibahas dalam artikel. Kata Kunci: eWOM, Kepercayaan, Minat Beli, Persepsi Risiko

Item Type:	Thesis (S2)
NIM/NIDN Creators:	55118120014
Uncontrolled Keywords:	eWOM, Kepercayaan, Minat Beli, Persepsi Risiko
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.436 File System Management Programs/Program Manajemen Sistem File
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	Dede Muksin Lubis
Date Deposited:	23 Oct 2023 06:40
Last Modified:	23 Oct 2023 06:40
URI:	http://repository.mercubuana.ac.id/id/eprint/83066

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