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Pengaruh Online Customer Review, Influencer Review, E-Wom Terhadap Purchase Intention dengan Dimoderasi oleh Trust
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Customer Review is a crucial aspect in a business, greatly influencing the success and survival of a company. Customer Review is very influential in deciding to buy an item on the marketplace (Shopee). This study aims to analyze and determine the effect of customer review variables, influencer reviews and e-wom on purchase intention. In this study, trust functions as a mediator. The population in this study were Shopee users in the Bekasi area. Respondents in this study totaled 108 people. This study used a Pre-test of 30 respondents with a validity test using Kaiser Meyer Olkin (KMO) and Measure of Sampling Adequacy (MSA), where the KMO and MSA values must be more than 0.5 for each variable so that the analysis can continue. Further analysis in this study used Structural Modeling Partial Least Square (SEM-PLS). The results showed that Online Customer Review has a positive effect on Purchase Intention. Influencer Review has a positive and significant effect on Purchase Intention, E-WOM has a positive effect on Purchase Intention. The results of this study also show that Trust moderates the relationship between Customer Review and Purchase Intention. Trust Moderates the Influencer Review relationship on Purchase Intention
Keywords: Online Cusomer Review, Influencer Review, E-WOM, Trust, and Purchase Intention
ABSTRAK
Customer Review adalah aspek krusial dalam sebuah bisnis, berpengaruh besar terhadap keberhasilan dan kelangsungan hidup suatu perusahaan. Customer Review sangat berpengaruh dalam memtuskan untuk membeli sebuah barang pada marketplace (Shopee). Penelitian ini bertujuan untuk menganalisis dan mengetahui pengaruh variabel customer review, influencer review dan e-wom terhadap purchase intention. Dalam penelitian ini trust berfungsi sebagai mediator. Populasi dalam penelitian ini adalah pengguna Shopee di wilayah Bekasi yang jumlah pastinya tidak diketahui. Responden dalam penelitian ini berjumlah 108 orang. Penelitian ini menggunakan Pre-test terhadap 30 responden dengan dilakukan uji validitas dengan menggunakan Kaiser Meyer Olkin (KMO) dan Measure of Sampling Adequacy (MSA), dimana nilai KMO dan MSA harus lebih dari 0,5 untuk setiap variabel agar analisis dapat dilanjutkan. Analisis lanjutan pada penelitian ini menggunakan Structural Modeling Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa Online Customer Review berpengaruh positif terhadap Purchase Intention. Influencer Review berpengaruh positif dan signifikan terhadap Purchase Intention, E-WOM berpengaruh positif terhadap Purchase Intention. Hasil penelitian ini juga menunjukkan bahwa Trust memoderasi hubungan Customer Review terhadap Purchase Intention. Trust Memoderasi hubungan Influencer Review terhadap Purchase Intention
Kata Kunci: Online Customer Review, Influencer Review, E-WOM, Trust, Purchase Intention.
Masyarakat Ekonomi Syariah Bogor
Title: Pengaruh Online Customer Review, Influencer Review, E-Wom Terhadap Purchase Intention dengan Dimoderasi oleh Trust
Description:
Customer Review is a crucial aspect in a business, greatly influencing the success and survival of a company.
Customer Review is very influential in deciding to buy an item on the marketplace (Shopee).
This study aims to analyze and determine the effect of customer review variables, influencer reviews and e-wom on purchase intention.
In this study, trust functions as a mediator.
The population in this study were Shopee users in the Bekasi area.
Respondents in this study totaled 108 people.
This study used a Pre-test of 30 respondents with a validity test using Kaiser Meyer Olkin (KMO) and Measure of Sampling Adequacy (MSA), where the KMO and MSA values must be more than 0.
5 for each variable so that the analysis can continue.
Further analysis in this study used Structural Modeling Partial Least Square (SEM-PLS).
The results showed that Online Customer Review has a positive effect on Purchase Intention.
Influencer Review has a positive and significant effect on Purchase Intention, E-WOM has a positive effect on Purchase Intention.
The results of this study also show that Trust moderates the relationship between Customer Review and Purchase Intention.
Trust Moderates the Influencer Review relationship on Purchase Intention
Keywords: Online Cusomer Review, Influencer Review, E-WOM, Trust, and Purchase Intention
ABSTRAK
Customer Review adalah aspek krusial dalam sebuah bisnis, berpengaruh besar terhadap keberhasilan dan kelangsungan hidup suatu perusahaan.
Customer Review sangat berpengaruh dalam memtuskan untuk membeli sebuah barang pada marketplace (Shopee).
Penelitian ini bertujuan untuk menganalisis dan mengetahui pengaruh variabel customer review, influencer review dan e-wom terhadap purchase intention.
Dalam penelitian ini trust berfungsi sebagai mediator.
Populasi dalam penelitian ini adalah pengguna Shopee di wilayah Bekasi yang jumlah pastinya tidak diketahui.
Responden dalam penelitian ini berjumlah 108 orang.
Penelitian ini menggunakan Pre-test terhadap 30 responden dengan dilakukan uji validitas dengan menggunakan Kaiser Meyer Olkin (KMO) dan Measure of Sampling Adequacy (MSA), dimana nilai KMO dan MSA harus lebih dari 0,5 untuk setiap variabel agar analisis dapat dilanjutkan.
Analisis lanjutan pada penelitian ini menggunakan Structural Modeling Partial Least Square (SEM-PLS).
Hasil penelitian menunjukkan bahwa Online Customer Review berpengaruh positif terhadap Purchase Intention.
Influencer Review berpengaruh positif dan signifikan terhadap Purchase Intention, E-WOM berpengaruh positif terhadap Purchase Intention.
Hasil penelitian ini juga menunjukkan bahwa Trust memoderasi hubungan Customer Review terhadap Purchase Intention.
Trust Memoderasi hubungan Influencer Review terhadap Purchase Intention
Kata Kunci: Online Customer Review, Influencer Review, E-WOM, Trust, Purchase Intention.
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