Peran Trust dalam Memediasi E-WOM terhadap Purchase Intention

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Published: Apr 30, 2024
DOI: https://doi.org/10.24912/jmk.v6i2.29839
Keywords:
e-wom brand trust purchase intention

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Iis Nuraisyah Fatmala Sari
Universitas Tarumanagara
Tommy Setiawan Ruslim
Universitas Tarumanagara

Abstract

Teknologi di Indonesia telah mengalami pertumbuhan yang pesat dan juga signifikan. Indonesia memiliki beberapa sektor seperti teknologi telekomunikasi, infomasi dan e-commerce. Marketplace adalah salah satu platform atau pasar online yang membuat tempat perkumpulan penjual dan pembeli dalam berinterkasi serta transaksi yang dilakukan seperti penukaran produk serta layanan. Lazada sebagai salah satu platform marketplace yang termuka di Indonesia, dan memilki peran sentral dalam bentuk lanskap e-commerce di Indonesia. Pada penelitian ini menggunakan teori TPB dan menggunakan desain deskriptif cross-sectional karena pengumpulan data dilakukan sekali  pada satu waktu dari sampel yang ditetapkan populasi pada pelanggan yang pernah berbelanja di e-commerce Lazada di Jakarta. Dengan metode nonprobability sampling yaitu sampling purposive dengan menentukan sampel pada kreteria usia 18 tahun ke atas yang telah sesuai dengan masa adolesen untuk ukuran sampel tersendiri memiliki jumlah 203 responden yang diteliti. Pada penelitian ini mengunakan data primer yang melalui instrumen yaitu kuesioner dalam google forms dan disebarkan pada aplikasi seperti Whatsapp. Pada pengujian data menggunakan (PLS-SEM) versi 4.0. Terdapat hasil hubungan yang signifikan pada e-wom, brand trust terhadap purchase intention. Serta hasil analisis menunjukan bahwa brand trust berperan sebagai variabel mediasi yang berpengaruh signifikan antar seluruh variabel terhadap purchase intention.
 

Technology in Indonesia has experienced rapid and significant growth, particularly in sectors such as telecommunications, information technology, and e-commerce. The marketplace serves as a prominent online platform where sellers and buyers converge to interact and conduct transactions, exchanging products and services. Lazada, as one of the leading marketplace platforms in Indonesia, plays a central role in the e-commerce landscape. This research employs the TPB and utilizes a descriptive cross-sectional design, as data collection occurs at a single point in time from a sample drawn from the population of customers who have made purchase on Lazada in Jakarta.The nonprobability sampling method used is purposive sampling, selecting participants based on the criterion of being 18 years and above, aligning with the adolescent age group. The sample size consists of 203 respondents. Primary data is collected through a questionnaire distributed via Google Forms and shared on platforms like WhatsApp. The data is analyzed using Smart PLS-SEM version 4.0.The results reveal a significant relationship between electronic word of mouth (e-wpm), brand trust, and purchase intention. The analysis indicates that brand trust acts as a mediating variable with a significant impact on the relationship between all variables and purchase intention.

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Vol. 6 No. 2 (2024): Jurnal Manajerial dan Kewirausahaan
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Author Biographies

Iis Nuraisyah Fatmala Sari, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Tommy Setiawan Ruslim, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

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