Salsabila, Yuliana (2023) PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP MINAT BELI DENGAN KEPERCAYAAN SEBAGAI VARIABEL INTERVENING PADA SELLER MARKETPLACE TOKOPEDIA (STUDI PADA KONSUMEN PENGGUNA APLIKASI TOKOPEDIA DI JAWA TENGAH). Other thesis, STIE Bank BPD Jateng.
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Abstract
The internet is one of the phenomena that is currently changing human activities, including shopping activities, from offline to online. The purpose of the study was to examine the direct and indirect effect of online customer reviews and ratings on purchase intention with trust as an intervening variable. The method used in this research is quantitative through a questionnaire. The sample is 96 respondents. The sampling method used a non-probability sampling approach with a purposive sampling technique. Statistical tests were performed using SmartPLS. The validity test uses the Loading Factor and Average Variance Extracted, while the reliability test uses Cronbach's Alpha values and Composite Reliability and Specific Indirect Effects to test the indirect effect. The resulting test there are 7 hypotheses. 5 The proposed hypothesis is supported and significant. While the two hypotheses proposed are not supported and not significant, namely online customer rating on buying interest, online customer rating on buying interest through trust as a mediator.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | Internet merupakan salah satu fenomena yang saat ini mengubah aktivitas manusia termasuk aktivitas belanja, dari offline menjadi online. Tujuan dari penelitian adalah untuk menguji pengaruh langsung dan tidak langsung online customer review dan rating terhadap minat beli dengan kepercayaan sebagai variabel intervening. Metode yang digunakan dalam penelitian ini adalah Kuantitatif melalui Kuesioner. Sampel berjumlah 96 responden. Metode pengambilan sampel menggunakan pendekatan Non Probality Sampling dengan teknik Purposive Sampling. Uji statistik dilakukan dengan menggunakan SmartPLS. Uji validitas menggunakan Faktor Loading dan Average Variance Extracted. Sedangkan uji reliabilitas menggunakan nilai Cronbach’s Alpha dan Composite Reliability dan Spesific Indirect Effect penguji pengaruh tidak langsung. Pengujian yang dihasilkan ada 7 hipotesis. 5 Hipotesis yang diajukan terdukung dan signifikan. Sedangkan 2 hipotesis yang diajukan tidak terdukung dan tidak signifikan yaitu online customer rating terhadap minat beli, online customer rating terhadap minat beli melalui kepercayaan sebagai mediator. |
| Uncontrolled Keywords: | Online customer review, online customer rating, purchase intention, trust, seller |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S1 |
| Date Deposited: | 04 Jul 2023 02:02 |
| Last Modified: | 04 Jul 2023 02:02 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/1099 |
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