ANALISIS PENGARUH KUALITAS ONLINE WORD-OF-MOUTH DAN KEAMANAN TERHADAP MINAT BELI DENGAN KEPERCAYAAN SEBAGAI VARIABEL INTERVENING (Studi Pada Pembelian Produk Fashion di Situs Zalora Indonesia di Semarang)
Abstract: Rapid growth of the
internet technology has become one of the aspects that affect people’s
lifestyle these days. The increasing usage of internet in Indonesia also gives
stimulus toward the entrepreneurs in e-commerce sector to boost online
transaction trends. The purpose of this research is to know the impact of WOM
online quality, transaction security and online trust toward consumer purchase
intention on online shopping transaction. This is done due to a high
competition among online shopping sites. This research is also expected to
identify what kind of factors that needs to be considered on increasing
consumer online purchase intention.
The sample used for this research is the visitors of Zalora Indonesia
site in Semarang scope who had minimum one-time purchase. The samples are 191
people selected by nonprobability technique with purposive sampling approach.
The analysis technique used for this research is structural equation models
(SEM).
The results of this research indicate that WOM online quality and
transaction security have a positive and significant impact toward consumer
online purchase intention. Online trust has a positive and significant impact
toward consumer online purchase intention. WOM online quality and transaction
security have a positive impact but not significant toward consumer online
purchase intention.
Keywords: purchase intention,
online trust, WOM online quality, online security
Penulis: Clara Adistya, Idris
Idris
Kode Jurnal: jpmanajemendd170367
