PERAN CORPORATE IMAGE DAN TRUST DALAM MEMEDIASI PENGARUH SOCIAL MEDIA INFLUENCER TERHADAP BEHAVIOURAL INTENTION E-PAYMENT
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Abstract
Penelitian ini bertujuan untuk menguji peran dari Corporate Image dan Trust dalam memediasi pengaruh Social Media Influencer terhadap Behavioural Intention E-Payment OVO di Jakarta. Populasi dalam penelitian ini adalah seluruh penguna E-Payment OVO di Jakarta. Penelitian ini menggunakan 193 pengguna E-Payment OVO sebagai responden. Penelitian ini menggunakan metode Partial Least Square-Strustural Equation Modelling (PLS-SEM) sebagai metode teknik analisis data. Penelitian ini menunjukkan bahwa Social Media Influencer, Corporate Image, dan Trust berpengaruh secara signifikan dan positif terhadap Behavioural Intention, lalu Social Media Influencer memiliki pengaruh signifikan dan positif terhadap Corporate Image dan Trust. Social Media Influencer berpengaruh secara tidak langsung dan signifikan positif terhadap Behavioural Intention melalui Corporate Image dan Trust sebagai variabel mediasi.
This study aims to examine the role of Corporate Image and Trust in mediating the effect of Social Media Influencer on Behavioural Intention E-Payment OVO in Jakarta. The population of this study is all users of E-Payment OVO in Jakarta. This study employs 193 users as the respondents. The data collection has been conducted by using a convenience sampling method. This research analyses the data by using the Structural Equation Modelling (SEM) with Partial Least Square (PLS). The research showed that Social Media Influencer, Corporate Image, and Trust had a positive and significant impact on Behavioural Intention, then Social Media Influencer had a positive and significant impact on Corporate Image and Trust. Social Media Influencer has a significant indirect impact on Behavioural Intention through Corporate Image and Trust as an mediating variable.
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