PENGARUH TRUST TERHADAP PURCHASE INTENTION PADA PENGGUNA ONLINE SHOP DI INDONESIA

Abstrak

Tujuan dari penelitian ini adalah untuk mengeksplorasi pengaruh trust, perceived value, satisfaction, word of mouth terhadap purchase intention di Indonesia. Total responden menggunakan sampel sejumlah 138 orang rentan usia 20 - 40 tahun yang aktif menggunakan online shop e-commerce di Indonesia. Analisis dan pengolahan data menggunakan software statistik. Temuan penelitian ini menunjukkan bahwa trust berpengaruh positif terhadap perceived value, trust berpengaruh positif terhadap satisfaction dan satisfaction berpengaruh positif terhadap electronic word of mouth. Sedangkan perceived value tidak berpengaruh positif terhadap satisfaction serta perceived value, trust tidak berpengaruh positif terhadap purchase intention, perceived value tidak berpengaruh positif terhadap purchase intention, satisfaction tidak berpengaruh positif terhadap purchase intention dan electronic word of mouth tidak berpengaruh positif terhadap purchase intention.

The purpose of this research is to explore the influence of trust, perceived value, satisfaction, word of mouth promotion on purchase intentions in Indonesia. The total sample of respondents was 138 vulnerable people aged 20 - 40 years who actively use online e-commerce stores in Indonesia. Data analysis and processing using statistical software. The findings of this research show that trust has a positive effect on perceived value, trust has a positive effect on satisfaction, and satisfaction has a positive effect on Electronic Word of Mouth. Meanwhile, perceived value has no positive effect on satisfaction and perceived value, trust has no positive effect on purchase intention, perceived value has no positive effect on purchase intention, satisfaction has no positive effect on purchase intention and electronic word of mouth has no positive effect on purchase intention.