Pengaruh kredibilitas informasi kesehatan di media sosial dan personal experience terhadap revisit intention yang dimediasi oleh online trust dan dimoderasi oleh perceived susceptibility dan tingkat pendidikan

Gomes, Eva Estrelita Cardoso (2023) Pengaruh kredibilitas informasi kesehatan di media sosial dan personal experience terhadap revisit intention yang dimediasi oleh online trust dan dimoderasi oleh perceived susceptibility dan tingkat pendidikan. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini menguji pengaruh kredibilitas informasi kesehatan di media sosial dan pengalaman pribadi terhadap niat kembali pengguna untuk berkunjung ke media sosial tersebut. Selain itu, penelitian ini juga menganalisis peran mediasi kepercayaan online dan peran moderasi perceived susceptibility dan tingkat pendidikan dalam hubungan kepercayaan online dan revisit intention. Metode penelitian yang digunakan adalah survei online terhadap sampel pengguna media sosial yang memiliki minat terhadap informasi kesehatan. Sampel penelitian terdiri dari 199 responden yang dipilih secara purposif yaitu pengunjung Facebook Klinik Flodova, Timor Leste yang berusia 21 tahun ke atas. Data dikumpulkan menggunakan kuesioner yang mengukur variabel-variabel yang terkait dengan penelitian ini. PLS-SEM digunakan untuk mengevaluasi hubungan antar variabel. Hasil analisis data menunjukkan bahwa kredibilitas informasi kesehatan di media sosial memiliki pengaruh positif signifikan terhadap online trust. Selanjutnya, online trust memiliki pengaruh positif signifikan terhadap revisit intention. Selain itu, ditemukan juga bahwa personal experience memiliki pengaruh positif signifikan terhadap online trust. Lebih lanjut, terdapat peran moderasi perceived susceptibility dan tingkat pendidikan dalam hubungan ini. Perceived susceptibility memiliki efek moderasi positif, yang berarti semakin tinggi tingkat perceived susceptibility pengguna terhadap kesehatan mereka, pengaruh online trust meningkat. Sebaliknya, tingkat pendidikan yang tinggi juga memiliki efek moderasi negatif, yang menunjukkan bahwa semakin tinggi tingkat pendidikan pengguna, pengaruh online trust akan semakin lemah. Hasil penelitian ini memiliki implikasi penting dalam pengembangan strategi terkait informasi kesehatan di media sosial. Menjamin kredibilitas informasi, memberikan pengalaman pribadi yang positif, serta memperhatikan tingkat perceived susceptibility dan tingkat pendidikan pengguna dapat meningkatkan online trust dan niat kunjungan berkelanjutan pengguna media sosial. Kata kunci: media sosial, kredibilitas, personal experience, online trust, informasi kesehatan. / This study aims to investigate the effects of social media health information credibility and personal experience on social media users' revisit intention. In addition, this study also analyzes the mediating role of online trust and the moderating role of perceived receptivity and education level in this relationship. The research method used is an online survey of social media users interested in health information. The research sample consisted of 199 respondents purposely selected, namely visitors to the Flodova Facebook clinic in Timor-Leste, aged 21 years and older. Data were collected using a questionnaire that measures the variables associated with this study. PLS-SEM is used to assess the relationship between variables The results of the data analysis show that the credibility of health information in social media has a significant favorable influence on online trust. In addition, online trust has a significant positive effect on revisit intention. In addition, personal experience was found to have a significant positive impact on online confidence. In addition, perceived susceptibility and education level are moderating in this relationship. The perceived vulnerability has a positive moderating effect, i.e., the higher users' perceived exposure to their health, the stronger the impact of online trust. On the other hand, a high level of education also has a negative moderating effect, meaning that the higher the users' education level, the weaker the impact of online trust. The results of this study have important implications for developing strategies related to health information in social media. Ensuring the credibility of information, providing positive personal experiences, and considering users' perceived vulnerability and education level can increase online trust and intention to visit among social media users.

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