PENGUJIAN FAKTOR-FAKTOR YANG MEMBENTUK NIAT PEMBELIAN KONSUMEN SALADSTOP
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Abstract
Tujuan dari penelitian ini adalah untuk menguji pengaruh penggunaan media sosial oleh konsumen, komunikasi oleh perusahaan, dan komunikasi oleh pengguna terhadap loyalitas dan kepercayaan. Selain itu, penelitian ini juga menguji pengaruh loyalitas dan kepercayaan terhadap niat pembelian, serta menguji adanya peran moderasi gender dalam pembentukan niat pembelian. Responden dalam penelitian ini adalah pelanggan SALADSTOP! di Jakarta dan orang-orang yang menggunakan media sosial. Metode convenience sampling digunakan dengan menyebarkan kuesioner online kemudian diolah menggunakan SmartPLS-SEM. Hasil dari penelitian ini adalah penggunaan media sosial dari konsumen, komunikasi oleh perusahaan, komunikasi oleh pengguna, loyalitas, dan kepercayaan, dapat mempengaruhi niat pembelian. Namun penggunaan media sosial dari konsumen tidak dapat mempengaruhi loyalitas. Gender juga tidak berpengaruh untuk mendukung atau memoderasi loyalitas terhadap niat pembelian dan juga kepercayaan terhadap niat pembelian.
The purpose of this study is to test the effect of consumer used of social media, company-generated communication, and user-generated communication to loyalty and trust, then loyalty and trust to purchase intention, and also to test gender as moderation between loyalty to purchase intention and trust to purchase intention. The population of this research is SALADSTOP! customers in Jakarta and people who use social media. The convenience sampling method is used by distributing online questionnaires and then processed using SmartPLS-SEM. The results of this study are consumer used of social media, company-generated communication, user-generated communication, loyalty, and trust, can affect purchase intention. But consumer used of social media cannot affect loyalty. Gender also didn’t have any affect to support or moderating loyalty to purchase intention and trust to purchase intention.
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Hetty Karunia Tunjungsari, Universitas Tarumanagara
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