PENGARUH ULASAN ONLINE, KEPERCAYAAN, PERSEPSI RISIKO, DAN NIAT PEMBELIAN ONLINE TERHADAP PEMBELIAN SESUNGGUHNYA

Timothy Hudson Sembiring; Puspita Chairun Nisa

doi:10.31949/dialogika.v5i2.7521

Authors

Timothy Hudson Sembiring Manajemen, Universitas Esa Unggul
Puspita Chairun Nisa Manajemen, Universitas Esa Unggul

DOI:

https://doi.org/10.31949/dialogika.v5i2.7521

Abstract

Perkembangan teknologi saat ini sangat mempengaruhi stabilitas perekonomian khususnya di Indonesia. Semua jenis kegiatan jual beli yang biasanya dilakukan secara langsung dengan penjual, kini kita dapat dengan mudah berbelanja online hanya dengan menggunakan smartphone. Shopee adalah salah satu e-commerce yang sedang berkembang di Indonesia. Shopee menciptakan pengalaman berbelanja yang aman, menyenangkan, dan mudah bagi konsumen, karena terdapat ulasan online yang positif yang dapat memotivasi konsumen untuk mempercayai suatu merek. Penelitian ini bertujuan untuk mendalami pemahaman empiris pengaruh nilai yang dirasakan pada ulasan online, kepercayaan, dan persepsi risiko pada niat beli serta menganalisis dampak niat beli terhadap pembelian sesungguhnya. Populasi yang diambil dalam penelitian ini adalah masyarakat Bekasi. Sampel yang dipilih berjumlah 100 dengan kriteria pelanggan yang menggunakan e-commerce shopee, berjenis kelamin pria dan wanita, dengan usia responden antara 18 hingga 60 tahun yang setidaknya melakukan satu kali pembelian online selama satu bulan terakhir di shopee. Metode analisis yang digunakan yaitu Partial Least Square Structural Equation Modeling. Hasil dari penelitian menyatakan bahwa nilai yang dirasakan dari ulasan online, kepercayaan, persepsi risiko bisa meningkatkan niat pembelian online berpengaruh positif terhadap pembelian sesungguhnya. Penelitian berikutnya diharapkan dapat memperluas jangkauan daerah dan menambahkan variable lain yang berkaitan dengan pembelian sesungguhnya seperti kualitas produk.

Keywords:

Kepercayaan, Niat Pembelian Online, Nilai Ulasan Online, Pembelian Sesungguhnya, Persepsi Risiko

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