ANALISIS PENGARUH E-WOM, ATTITUDE, INFORMATION QUALITY TERHADAP PURCHASE INTENTION DAN TRUST SEBAGAI VARIABEL INTERVENING DI KOTA BATAM YANG MENGGUNAKAN E-COMMERCE
Abstract
Perkembangan teknologi yang diiiringi dengan pertumbuhan pengguna internet telah menciptakan platform e-commerce bagi pelaku bisnis online. Mengingat bahwa persaingan menjadi semakin ketat antar pelaku usaha, maka sangatlah krusial untuk memahami faktor-faktor yang mempengaruhi niat beli konsumen. Penelitian ini bertujuan untuk menganalisis peran e-WOM, information quality, attitude, serta trust sebagai variabel intervening. Target populasi pada studi ini yaitu seluruh konsumen pengguna e-commerce di Kota Batam. Melalui penentuan ukuran sampel, diperoleh sebanyak 400 responden milenial. Data empiris diperoleh melalui penyebaran kuesioner online dengan Google Form yang selanjutnya dianalisis melalui pendekatan statistik deskriptif dan Structural Equation Model. Temuan penelitian mendemonstrasikan bahwa niat beli dipengaruhi secara signifikan oleh faktor e-WOM, attitude, information quality, dan kepercayaan. Hasil penelitian mengkonfirmasikan bahwa keyakinan konsumen terkait dengan informasi yang diberikan pada platform e-commerce mampu meningkatkan niat beli. Studi ini diharapkan dapat memberikan kontirbusi teoritis bagi literatur terkait dengan pemasaran. Selanjutnya diharapkan dapat memberikan implikasi secara praktis bagi pelaku bisnis online akan pentingnya kualitas informasi yang dicantumkan terkait dengan produk, meningkatkan ulasan positif, mendorong sikap positif konsumen, serta meningkatkan keyakinan konsumen.
References
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Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T., & Merani, S. H. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2020.1869363
Raman, P. (2019). Understanding female consumers’ intention to shop online: The role of trust, convenience and customer service. Asia Pacific Journal of Marketing and Logistics, 31(4), 1138–1160. https://doi.org/10.1108/APJML-10-2018-0396
Veronica, V., & Rodhiah, R. (2021). Pengaruh Privacy, Social Influence terhadap Online Purchase Intention: Trust sebagai Variabel Mediasi. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 5(2), 235–246.
Waris, I., & Hameed, I. (2020). An empirical study of consumers intention to purchase energy efficient appliances. Social Responsibility Journal, 17(4), 489–507. https://doi.org/10.1108/SRJ-11-2019-0378
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Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Alcoba, D. R., Oña, O. B., Massaccesi, G. E., Torre, A., Lain, L., Melo, J. I., Peralta, J. E., & Oliva-Enrich, J. M. (2018). Magnetic Properties of Mononuclear Co(II) Complexes with Carborane Ligands. Inorganic Chemistry, 57(13), 7763–7769. https://doi.org/10.1021/acs.inorgchem.8b00815
Bao, Z., & Huang, T. (2018). Exploring stickiness intention of B2C online shopping malls: A perspective from information quality. International Journal of Web Information Systems, 14(2), 177–192. https://doi.org/10.1108/IJWIS-10-2017-0071
Benson, V., Ezingeard, J. N., & Hand, C. (2019). An empirical study of purchase behaviour on social platforms: The role of risk, beliefs and characteristics. Information Technology and People, 32(4), 876–896. https://doi.org/10.1108/ITP-08-2017-0267
BPS Kota Batam. (2021). Berita Resmi Statistik Hasil Sensus Penduduk Batam 2020.
Candra, B. F., & Suparna, G. (2019). Peran Brand Image Memediasi Pengaruh Electronic Word of Mouth Terhadap Niat Beli. E-Jurnal Manajemen Universitas Udayana, 8(11), 6638. https://doi.org/10.24843/ejmunud.2019.v08.i11.p13
Dabbous, A., Aoun Barakat, K., & Merhej Sayegh, M. (2020). Social Commerce Success: Antecedents of Purchase Intention and the Mediating Role of Trust. Journal of Internet Commerce, 19(3), 262–297. https://doi.org/10.1080/15332861.2020.1756190
Dewi, R. Y., Yulianeu, Haryono, A. T., & Gagaj, E. (2016). Pengaruh Kepercayaan Konsumen, Kemudahan dan Kualitas Informasi terhadap Keputusan Pembelian Secara Online dengan Minat Beli Sebagai Variabel Intervening. Journal of Management, 3(3), 1–7.
Dharmesti, M., Dharmesti, T. R. S., Kuhne, S., & Thaichon, P. (2019). Understanding online shopping behaviours and purchase intentions amongst millennials. Young Consumers, 22(1), 152–167. https://doi.org/10.1108/YC-12-2018-0922
El-Baz, B. E.-S., Elseidi, R. I., & El-Maniaway, A. M. (2018). Influence of Electronic Word of Mouth (e-WOM) on Brand Credibility and Egyptian Consumers’ Purchase Intentions. International Journal of Online Marketing, 8(4), 1–14. https://doi.org/10.4018/ijom.2018100101
Garg, P., & Joshi, R. (2018). Purchase intention of “Halal” brands in India: the mediating effect of attitude. Journal of Islamic Marketing, 9(3), 683–694. https://doi.org/10.1108/JIMA-11-2017-0125
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Harrigan, M., Feddema, K., Wang, S., Harrigan, P., & Diot, E. (2021). How trust leads to online purchase intention founded in perceived usefulness and peer communication. Journal of Consumer Behaviour, 20(5), 1297–1312. https://doi.org/10.1002/cb.1936
Huy, L. Van, Thinh, N. H. T., Pham, L., & Strickler, C. (2019). Customer trust and purchase intention: How do primary website service quality dimensions matter in the context of luxury hotels in Vietnam. International Journal of E-Services and Mobile Applications, 11(1), 1–23. https://doi.org/10.4018/IJESMA.2019010101
Kang, J. W., & Namkung, Y. (2019). The information quality and source credibility matter in customers’ evaluation toward food O2O commerce. International Journal of Hospitality Management, 78(October), 189–198. https://doi.org/10.1016/j.ijhm.2018.10.011
Lee, S. W., Sung, H. J., & Jeon, H. M. (2019). Determinants of continuous intention on food delivery apps: Extending UTAUT2 with information quality. Sustainability (Switzerland), 11(11). https://doi.org/10.3390/su11113141
Liu, C., Bao, Z., & Zheng, C. (2019). Exploring Consumers’ Purchase Intention in Social Commerce: An Empirical Study based on Trust, Argument Quality, and Social Presence. Asia Pacific Journal of Marketing and Logistics, 31(2), 378–397. https://doi.org/10.1108/APJML-05-2018-0170
Mahliza, F. (2019). Exploring Trust in Purchase Intention: An Empirical Research on Agricultural Application. Advances in Economics, Business and Management Research. 4th International Conference on Management, Economics and Business (ICMEB 2019)., 120(ICMEB 2019), 72–76. https://doi.org/10.2991/aebmr.k.200205.015
McKnight, D. H., Lankton, N. K., Nicolaou, A., & Price, J. (2017). Distinguishing the effects of B2B information quality, system quality, and service outcome quality on trust and distrust. Journal of Strategic Information Systems, 26(2), 118–141. https://doi.org/10.1016/j.jsis.2017.01.001
Memon, Y. J., Azhar, S. M., Haque, R., & Bhutto, N. A. (2020). Religiosity as a moderator between theory of planned behavior and halal purchase intention. Journal of Islamic Marketing, 11(6), 1821–1836. https://doi.org/10.1108/JIMA-01-2019-0006
Milan, G. S., Bebber, S., Toni, D. De, & Eberle, L. (2015). Information Quality, Distrust and Perceived Risk as Antecedents of Purchase Intention in the Online Purchase Context. Journal of Management Information System & E-Commerce, 2(2), 111–129. https://doi.org/10.15640/jmise.v2n2a2
Mortazavi, M., Esfidani, M. R., & Barzoki, A. S. (2014). Influencing VSN users’ purchase intentions The roles of flow, trust and eWOM. Journal of Research in Interactive Marketing, 8(2), 102–123. https://doi.org/10.1108/JRIM-08-2013-0057
Neumann, H. L., Martinez, L. M., & Martinez, L. F. (2020). Sustainability efforts in the fast fashion industry: consumer perception, trust and purchase intention. Sustainability Accounting, Management and Policy Journal, 12(3), 571–590. https://doi.org/10.1108/SAMPJ-11-2019-0405
Pandey, A., Sahu, R., & Dash, M. K. (2018). Social media marketing impact on the purchase intention of millennials. International Journal of Business Information Systems, 28(2), 147–162. https://doi.org/10.1504/IJBIS.2018.091861
Poulis, A., Rizomyliotis, I., & Konstantoulaki, K. (2019). Do firms still need to be social? Firm generated content in social media. Information Technology and People, 32(2), 387–404. https://doi.org/10.1108/ITP-03-2018-0134
Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T., & Merani, S. H. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2020.1869363
Raman, P. (2019). Understanding female consumers’ intention to shop online: The role of trust, convenience and customer service. Asia Pacific Journal of Marketing and Logistics, 31(4), 1138–1160. https://doi.org/10.1108/APJML-10-2018-0396
Veronica, V., & Rodhiah, R. (2021). Pengaruh Privacy, Social Influence terhadap Online Purchase Intention: Trust sebagai Variabel Mediasi. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 5(2), 235–246.
Waris, I., & Hameed, I. (2020). An empirical study of consumers intention to purchase energy efficient appliances. Social Responsibility Journal, 17(4), 489–507. https://doi.org/10.1108/SRJ-11-2019-0378
Yan, Q., Wu, S., Wang, L., Wu, P., Chen, H., & Wei, G. (2016). E-WOM from e-commerce websites and social media: Which will consumers adopt? Electronic Commerce Research and Applications, 17, 62–73. https://doi.org/10.1016/j.elerap.2016.03.004
Zhu, L., Li, H., Wang, F. K., He, W., & Tian, Z. (2020). How online reviews affect purchase intention: a new model based on the stimulus-organism-response (S-O-R) framework. Aslib Journal of Information Management, 72(4), 463–488. https://doi.org/10.1108/AJIM-11-2019-0308
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2022-03-10
How to Cite
Rusdin, R., & Yuwono, W. (2022). ANALISIS PENGARUH E-WOM, ATTITUDE, INFORMATION QUALITY TERHADAP PURCHASE INTENTION DAN TRUST SEBAGAI VARIABEL INTERVENING DI KOTA BATAM YANG MENGGUNAKAN E-COMMERCE. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(1), 478-495. https://doi.org/10.31955/mea.v6i1.1882
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