Pengaruh Rekomendasi Blogger terhadap Minat Belanja Online
Article Sidebar
Main Article Content
Abstract
This research aims to determine the effects of blogger recommendations on online shopping interestions from attractiveness, trust and expertise. The number of samples used in this study were 215 consumer respondents who are active in online shopping in Jakarta, Indonesia. This research uses quantitative research type, by distributing questionnaires online through google form media with purposive random sampling method and analysis techniques using Partial Least Square (PLS). The results of this research indicate that there is an effect of attractiveness, trust and expertise on online shopping interest. This research is expected to provide insight into the understanding the interest in online shopping.
Penelitian ini bertujuan untuk mengetahui pengaruh rekomendasi blogger terhadap minat belanja online yaitu menilai dari daya tarik, kepercayaan dan keahlian. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 215 responden konsumen yang aktif dalam belanja online di Jakarta. Penelitian ini menggunakan jenis penelitian kuantitatif, yaitu dengan cara penyebaran kuesioner secara online melalui media google form dengan metode purposive random sampling dan teknik analisis menggunakan Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa adanya pengaruh daya tarik, kepercayaan dan keahlian terhadap minat belanja online. Penelitian ini diharapkan dapat memberikan wawasan dalam pemahaman minat belanja online.
Article Details
This work is licensed under a Jurnal Manajemen Bisnis dan Kewirausahaan Creative Commons Attribution-ShareAlike 4.0 International License.
References
Beneke. (2016). An application of sweeney’s risk-price-quality-value framework through a consideration of store brand merchandise. Journal of Business and Retail Management Research, 106-176.
Chakraborty, U. (2019). The impact of source credible online reviews on purchase intention. Journal of Research in Interactive Marketing, 142-161.
Curvelo, I. C. (2019). Purchase intention of organic food under the influence of attributes, consumer trust and perceived value. Revista de Gestão, 198-211.
Hanaysha, J. R. (2018). An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market. PSU Research Review, 7-23.
Hsu, C. L. (2013). The effects of blogger recommendations on customers' online shopping intentions. Internet Research, 69-88.
Keller, K. L. (2009). Management Marketing. Jakarta: Erlangga.
Lin, H. L. (2018). Influence of multiple endorser-product patterns on purchase intention. International Journal of Sports Marketing and Sponsorship, 415-432.
Ling, K. C. (2010). The effects of shopping orientation, online trust and prior online purchase experience toward customers’ online purchase intention. International Business Research.
McGuire, W. (1985). Attitudes and attitude change. In G. Lindzey & Aronson (Eds.), Handbook of Social Psychology, 233-346.
Mehmet Turan, A. K. (2018). Online social media usage behavior of entrepreneurs in an emerging market. Journal of Research in Marketing and Entrepreneurship.
Ohanian, R. (1990). Construction and validation of scale to measure celebrity endorsers perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 39-52.
Ohanian. (1991). Construction and validation of scale to measure celebrity endorsers perceived expertise, trustworthiness, and attractiveness. Journal of Advertising.
Pornpitakpan, D. C. (2014). The effect of celebrity endorsers' perceived credibility on product purchase intention. Journal of International Consumer Marketing, 55-74.