Pengaruh social media usage dan electronic word of mouth terhadap purchase decision involvement dengan trust sebagai variabel intervening pada Bukalapak Indonesia = The impact of social media usage and electronic word of mouth on purchase decision involvement with trust as intervening variable in Bukalapak Indonesia

Christian, Kevin (2020) Pengaruh social media usage dan electronic word of mouth terhadap purchase decision involvement dengan trust sebagai variabel intervening pada Bukalapak Indonesia = The impact of social media usage and electronic word of mouth on purchase decision involvement with trust as intervening variable in Bukalapak Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

E-Commerce is at its peak where many companies, whether small companies or start- ups to large companies, offer their goods or products into the electronic business. This is the background of this research using Bukalapak as the research object. Based on the expectations expected by the Founder of Bukalapak, there is an increase, but in reality, there is a decrease in visitor’s numbers to the Bukalapak company which can have an impact on purchase decision involvement. This quantitative research was conducted to test the influence of social media usage and electronic word of mouth on purchase decision involvement through trust as an intervening variable in Bukalapak company with data from 400 respondents who had transacted at Bukalapak in October 2020 and residing in Jakarta. This study uses a questionnaire method using SmartPLS software. The results of social media usage, electronic word of mouth and trust have a positive effect on purchase decision involvement. Bukalapak customers are more likely to not provide comments online, they do not believe in Bukalapak's responsibility so it is better if Bukalapak can provide other alternatives such as providing a star rating to provide reviews and improving service quality in order to increase purchase decision involvement in Bukalapak. Keywords : Social Media Usage, Electronic Word of Mouth, Trust, Purchase Decision Involvement. Reference : 82 (2000-2020) / PENGARUH SOCIAL MEDIA USAGE DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION INVOLVEMENT DENGAN TRUST SEBAGAI VARIABEL INTERVENING PADA BUKALAPAK INDONESIA (iv + 90 halaman + lampiran, 1 Gambar, 20 Tabel, 4 Grafik) E-Commerce sedang dipuncak marak nya dimana banyak perusahaan baik perusahaan kecil atau start-up hingga perusahaan besar menawarkan barang atau produknya ke dalam bisnis elektronik. Hal ini melatarbelakangi penelitian ini dengan menggunakan Bukalapak sebagai objek penelitian. Berdasarkan ekspektasi yang diharapkan oleh Founder dari Bukalapak yaitu terjadi peningkatan, namun realitanya adalah terjadi penurunan pengunjung pada perusahaan Bukalapak yang dapat memberikan dampak terhadap purchase decision involvement. Penelitian kuantitatif ini dilakukan untuk menguji adanya pengaruh social media usage dan electronic word of mouth terhadap purchase decision involvement melalui trust sebagai variabel intervening terhadap perusahaan Bukalapak dengan data dari 400 responden yang pernah bertransaksi di Bukalapak pada bulan Oktober 2020 dan bertempat tinggal di Jakarta. Penelitian ini menggunakan metode kuesioner dengan menggunakan perangkat lunak SmartPLS dengan hasil social media usage, electronic word of mouth dan trust memiliki pengaruh yang positif terhadap purchase decision involvement. Pelanggan Bukalapak lebih cenderung untuk tidak memberikan komentar secara online, kurang percaya dengan tanggung jawab yang dimiliki oleh Bukalapak sehingga ada baiknya jika Bukalapak dapat memberikan alternative lain seperti menyediakan rating bintang untuk memberikan ulasan serta meningkatkan kualitas layanan agar dapat meningkatkan purchase decision involvement terhadap Bukalapak.

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