Rumah.com: The impact of convenience, brand image, and trust towards customer's purchase intention

Notonagoro, Della M. (2021) Rumah.com: The impact of convenience, brand image, and trust towards customer's purchase intention. Masters thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this study is to explore the factors of Convenience, Brand Image and Trust towards customer’s online purchase intention through Rumah.com’s website. A sample of 82 individuals residing within the Jabodetabek region of Indonesia participated in this empirical study. This study utilized questionnaires as the main data gathering instrument and a non-probability convenience sampling. A multivariate analysis method of Partial Least Square-Structural Equation Modeling (PLS-SEM) was used to validate the measurement model as well as to test the relationships in the structural model. Results revealed that Trust have more influence in online Purchase Intention, whereas Convenience and Brand Image were not proven to be significantly influential. The outcome in this study suggests that when it comes to luxury purchases as with the case of property buying, customers are more concerned with the perception of Trust for the company, therefore monitoring a positive brand image and maintaining the trust of customers by consistently meeting customer expectations are a prerequisite for achieving a higher Purchase Intention among customers. / Tujuan dari penelitian ini adalah untuk menganalisis pengaruh Convenience, Brand Image dan Trust terhadap online Purchase Intention pelanggan melalui website Rumah.com. Sampel dalam studi ini adalah mereka yang tinggal di wilayah Jabodetabek dan terdapat sebanyak 82 responden. Peneilitian ini menggunakan kuesioner sebagai instrumen pengumpulan data utama dan non-probability convenience sampling. Metode analisis multivariat Partial Least Square-Structural Equation Modeling (PLS-SEM) digunakan untuk memvalidasi model pengukuran serta untuk menguji hubungan dalam model struktural. Hasil penelitian menunjukkan bahwa Trust berpengaruh terhadap Purchase Intention secara online, sedangkan Convenience dan Brand Image tidak terbukti berpengaruh secara signifikan. Hasil dalam penelitian ini menunjukkan bahwa dalam hal pembelian barang mewah seperti halnya pembelian properti, pelanggan lebih memperhatikan persepsi Trust terhadap sebuah perusahaan, oleh karena itu memantau citra merek yang positif dan menjaga kepercayaan dengan cara memenuhi harapan pelanggan seacara konsisten merupakan prasyarat untuk mencapai Purchase Intention yang lebih tinggi di antara pelanggan.

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