PENGARUH KREDIBILITAS DAN KUALITAS ARGUMEN TERHADAP NIAT BELI DENGAN PERAN MEDIASI KEPERCAYAAN

Citra Elita Dewi, Pramono Hari Adi, Sri Murni Setyawati

Abstract


Penelitian ini merupakan penelitian survei pada Tokopedia. Penelitian ini berjudul analisis pengaruh Kredibilitas dan Kualitas Argumen pada Niat Beli dengan Peran Mediasi Kepercayaan.

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kredibilitas toko dan kualitas argumen ulasan online terhadap niat beli dengan mediasi kepercayaan. Populasi penelitian ini adalah para pengguna marketplace Tokopedia. Sampel yang digunakan adalah sebanyak 100 responden.

Berdasarkan hasil penelitian dan analisis data yang menggunakan Structural Equation Modelling (SEM) menunjukkan bahwa (1) kredibilitas toko tidak berpengaruh pada niat beli; (2) kualitas argumen ulasan tidak berpengaruh terhadap niat beli; (3) kredibilitas toko berpengaruh positif terhadap niat beli dengan kepercayaan sebagai mediator; (4) kualitas argumen ulasan berpengaruh positif terhadap niat beli dengan kepercayaan sebagai mediator.


Keywords


Niat beli, kredibilitas, kualitas argumen, kepercayaan.

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DOI: https://doi.org/10.32424/jeba.v23i2.1832

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