Pengaruh e-WOM dan Persepsi Nilai terhadap Keputusan Pembelian Shopeefood dengan Mediasi Kepercayaan
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Abstract
Tujuan dari penelitian ini adalah menguji pengaruh e-wom dan persepsi nilai terhadap keputusan pembelian serta menguji kepercayaan sebagai mediasi antara e-wom, persepsi nilai, dan keputusan pembelian. Populasi dari penelitian ini adalah 100 orang pengguna ShopeeFood di Jakarta. Metode pemilihan sampel dilakukan dengan non probability sampling menggunakan teknik convenience sampling. Teknik pengumpulan data digunakan dengan menyebarkan kuisioner secara online melalui google-form. Teknik analisis data menggunakan structural equation model atau SEM. Pengolahan data menggunakan software smartPLS 3.0. Hasil dari penelitian ini adalah e-WOM memiliki pengaruh yang positif terhadap keputusan pembelian, persepsi nilai memiliki pengaruh yang positif terhadap keputusan pembelian, kepercayaan mempengaruhi keputusan pembelian secara positif. e-WOM dan persepsi nilai dapat mempengaruhi keputusan pembelian secara positif melalui mediasi kepercayaan. Jadi dapat di simpulkan ShopeeFood perlu memperhatikan e-WOM dan persepsi nilai dalam meningkatkan keputusan pembelian makanan oleh pelanggan.
The purpose of this study was to examine the effect of e-wom and perceived value on purchase decision and to examine trust as a mediation between e-wom, perceived value, and purchase decision. The population of this research is 100 ShopeeFood users in Jakarta. The sample selection method was carried out by non-probability sampling using a convenience sampling technique. Data collection techniques were used by distributing online questionnaires via google-form. The data analysis technique uses a structural equation model or SEM. Data processing using smartPLS 3.0 software. The results of this study are e-WOM has a positive influence on purchasing decisions, perceived value has a positive influence on purchasing decisions, trust has a positive influence on purchasing decisions. e-WOM and perceived value can positively influence purchasing decisions through trust mediation.
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