Analisis Persepsi Konsumen terhadap Minat Beli Online
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Abstract
The purpose of this research is to analyze the effect of consumer perceptions on web design, consumer perceptions of ease of use, consumer perceptions of trust, consumer perceptions of security, consumer perceptions of customer service, consumer perceptions of electronic word of mouth on purchase intention so that it can help online businesses to increase their income and performance. The total sample was 115 respondents, the majority of whom were 30-40 years old. Data analysis used the SPSS version 25 program. The results showed that there was a positive and significant influence respectively between consumer perceptions of trust, consumer perceptions of security, consumer perceptions of customer service, and consumer perceptions of electronic word of mouth on purchase intention. However, for the variable, the influence of consumer perceptions of web design and consumer perceptions of ease of use on purchase intention, the results are not significant. Online business players are advised to prioritize main attention to aspects of consumer perceptions of trust and security, then continue with consumer perceptions of electronic word of mouth and customer service which overall will influence online purchase intention.
Tujuan penelitian ini adalah untuk menganalisis pengaruh persepsi konsumen atas web design, persepsi konsumen atas kemudahan penggunaan, persepsi konsumen atas kepercayaan, persepsi konsumen atas keamanan, persepsi konsumen atas layanan pelanggan, persepsi konsumen atas electronic word of mouth terhadap minat beli secara online, sehingga bisa membantu para pelaku bisnis online untuk lebih meningkatkan pendapatan dan kinerjanya. Total sampel sebanyak 115 responden yang mayoritas berusia 30-40 tahun. Analisis data menggunakan program SPSS versi 25. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang positif dan signifikan masing-masing antara persepsi konsumen atas kepercayaan, persepsi konsumen atas keamanan, persepsi konsumen atas layanan pelanggan dan persepsi konsumen atas electronic word of mouth terhadap minat beli secara online. Namun, untuk variabel pengaruh persepsi konsumen atas web design dan persepsi konsumen atas kemudahan penggunaan terhadap minat beli secara online hasilnya adalah tidak signifikan. Pelaku bisnis online disarankan memprioritaskan perhatian utama terhadap aspek persepsi konsumen atas kepercayaan dan keamanan kemudian dilanjutkan dengan persepsi konsumen atas electronic word of mouth dan layanan pelanggan yang secara keseluruhan akan mempengaruhi minat beli secara online.
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