The Effect Of Consumer Behavior and Consumer Trust On Consumer's Purchasing Intention For Shopee: Online Store

Fransisca, Angelique Maria (2020) The Effect Of Consumer Behavior and Consumer Trust On Consumer's Purchasing Intention For Shopee: Online Store. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dengan perkembangan internet saat ini, internet memperkenalkan kepada kita suatu teknologi yang tidak mengenal batas dan mudah untuk diakses. Internet memungkinkan munculnya platform seperti E-commerce, E-commerce adalah platform yang memungkinkan kita melakukan transaksi jual beli melalui layanan online. Shopee merupakan salah satu platform E-commerce yang menyediakan fitur consumer to consumer yang tampak aman. Penelitian ini bertujuan untuk mengetahui pengaruh dari faktor pengetahuan e-commerce, reputasi, resiko, teknologi internet, dan elektronik word of mouth terhadap niat beli konsumen Shopee yang dimediasi oleh kepercayaan yang dimiliki konsumen. Penelitian ini merupakan penelitian korelasi kuantitatif, dan pengumpulan data dilakukan dengan metode survei, yaitu dengan menyebarkan kuesioner secara online melalui google form kepada konsumen yang berbelanja atau pernah berbelanja di Shopee. Jumlah sampel dalam penelitian ini sebanyak 150 responden. Penelitian ini menggunakan SmartPLS versi 3.3.2 untuk menguji dan menganalisis data. Hasil Penelitian ini menunjukkan bahwa niat beli konsumen sangat dipengaruhi oleh kepercayaan yang dimiliki oleh konsumen. Oleh karena itu, untuk meningkatkan kepercayaan perlu ditingkatkannya pengetahuan e-commerce, reputasi yang membawakan electronic word of mouth yang baik, dan keakraban mengenai teknologi internet untuk menghasilkan niat beli terhadap Shopee./ With the development of the internet today, the internet has introduced us to a technology that knows no boundaries and is easy to access. The internet allows the emergence of platforms such as E-commerce, E-commerce is a platform that allows us to make buying and selling transactions through online services. Shopee is an E- commerce platform that provides consumer to consumer features that look safe. This study aims to determine the effect of e-commerce knowledge, reputation, risk, internet technology, and electronic word of mouth on Shopee consumer purchase intentions mediated by the trust that consumers have. This research is a quantitative correlation study, and data collection is carried out using a survey method, namely by distributing questionnaires online via google form to consumers who shop or have shopped at Shopee. The number of samples in this study were 150 respondents. This study uses SmartPLS version 3.3.2 to test and analyze data. The results of this study indicate that consumer purchase intentions are strongly influenced by the trust held by consumers. Therefore, to increase trust, it is necessary to increase e-commerce knowledge, a reputation that brings good electronic word of mouth, and familiarity with internet technology to generate purchase intention towards Shopee.

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