Pengaruh Mekanisme Membangun Kepercayaan Online pada Kepercayaan Penjual Online dan e-Marketplace terhadap Niat Pembelian Kembali (Studi Empiris di Shopee)
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Abstract
This study was conducted to examine the effect of online trust-building mechanisms on trust e-seller and e-marketplaces to repurchase intention in empirical studies in Shopee. The sampling technique used is convenience sampling with a total sample of 147 respondents. Data collection and distribution of questionnaires were carried out through the Google Form feature. Data analysis using PLS-SEM analysis tool using SmartPLS software version 3.2.9. The results show that the perceived usefulness of the seller-based mechanism (PUSBM) positively affects trust in online sellers, the perceived usefulness of the seller-based mechanism (PUSBM) positively affects trust in the e-marketplace, the perceived usefulness of the experience-based mechanism (PUEBM) has no effect on trust in online sellers, perceived usefulness of institutional-based mechanisms (PUIBM) positively affects trust in e-marketplaces, and trust in e-marketplaces does not moderate the relationship between trust in online sellers and repurchase intentions.
Penelitian ini dilakukan untuk menguji pengaruh mekanisme membangun kepercayaan online pada kepercayaan penjual online dan e-marketplace terhadap niat pembelian kembali, studi empiris di Shopee. Teknik pengambilan yang digunakan adalah convenience sampling dengan jumlah sampel sebanyak 147 responden. Pengumpulan data serta penyebaran kuesioner dilakukan melalui fitur Google Form. Analisis data menggunakan alat analisis PLS-SEM dengan menggunakan software SmartPLS versi 3.2.9. Hasil penelitian menunjukkan bahwa kegunaan yang dirasakan dari mekanisme berbasis penjual (KMBJ) secara positif berpengaruh terhadap kepercayaan pada penjual online, kegunaan yang dirasakan dari mekanisme berbasis penjual (KMBJ) secara positif berpengaruh terhadap kepercayaan pada e-marketplace, kegunaan yang dirasakan dari mekanisme berbasis pengalaman (KMBP) tidak memiliki pengaruh terhadap kepercayaan pada penjual online, kegunaan yang dirasakan dari mekanisme berbasis institusi (KMBI) secara positif berpengaruh terhadap kepercayaan pada e-marketplace, dan kepercayaan pada e-marketplace tidak memoderasi hubungan antara kepercayaan pada penjual online dan niat pembelian kembali.
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