Adnin, Indaru Meinika (2019) Analisis Perbandingan Pengaruh Electronic Word Of Mouth dan Trust Terhadap Purchase Intention. (Studi Kasus : Tokopedia dan Shopee). Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Perkembangan teknologi mempengaruhi berbagai aspek kehidupan manusia, bahkan mempermudah aktivitas dan kegiatan sehari – hari. Salah satunya adalah semakin populernya Internet di dunia, termasuk di Indonesia. Berdasarkan Laporan Tahunan oleh PT. Telkom menyebutkan, pelanggan Internet Broadband untuk Produk Telkom terus meningkat dari tahun ke tahun. Sejak tahun 2013 hingga tahun 2017, pelanggan Broadband di Telkomsel telah meningkat sebanyak 90,816 juta pelanggan, dari 20,284 juta pelanggan menjadi 111,1 juta pelanggan. Kondisi ini menyebabkan berbagai kalangan, tidak terkecuali para pengusaha, memanfaatkan internet sebagai salah satu strategi promosi untuk pemasaran produk mereka. Salah satu fenomena maupun strategi yang sedang populer saat ini adalah Electronic Word of Mouth. Dengan adanya internet, berbagai website maupun e-Commerce dengan mudah dapat diakses oleh masyarakat. Hal ini mempermudah masyarakat untuk melakukan transaksi jual beli secara praktis, mudah, dan efisien. Banyak faktor yang mempengaruhi seseorang tertarik untuk berbelanja di sebuah e-Commerce. Diketahui bahwa e-Commerce yang populer di Indonesia salah satunya adalah Tokopedia dan Shopee. Berdasarkan teori Technology Acceptance Model (TAM), faktor yang mempengaruhi Purchase Intention seorang pelanggan antara lain Perceived Ease of Use, Perceived Usefullness, dan Attitude. Penelitian ini menawarkan pengembangan model dasar dari TAM, yakni dengan adanya penambahan variabel trust dengan variabel bebas e-WOM, yang diketahui juga mempengaruhi variabel terikat Purchase Intention. Metode yang digunakan untuk menganalisis model tersebut adalah Structural Equation Model (SEM). Alat yang digunakan untuk mengumpulkan data pada penelitian ini yakni kuisioner online yang akan didistribusikan melalui google forms. Sedangkan Software yang digunakan untuk pengolahan data yakni SPSS 21 dan AMOS 21. Jumlah responden yang mengisi kuisioner sebanyak 359 orang. Hasil dari penelitian ini yakni dari 10 Hipotesis yang telah ditetapkan diterima secara signifikan, Tokopedia hanya memiliki 1 Hipotesis yang ditolak, sedangkan Shopee hanya memiliki 2 Hipotesis yang ditolak. Dapat disimpulkan dengan Trust, Perceived Ease of Use, Perceived Usefulness, dan Attitude mempengaruhi Purchase Intention.
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Technological developments affect various aspects of human life, even facilitating daily activities and activities. One of them is the increasing popularity of the Internet in the world, including in Indonesia. Based on the Annual Report by PT. Telkom said, Broadband Internet customers for Telkom Products continued to increase from year to year. Since 2013 until 2017, Broadband customers in Telkomsel have increased by 90.816 million customers, from 20.284 million customers to 111.1 million customers. This condition causes various groups, including entrepreneurs, to use the internet as one of the promotional strategies for marketing their products. One phenomenon and strategy that is currently popular is Electronic Word of Mouth.With the internet, various websites and e-Commerce can easily be accessed by the public. This makes it easier for people to make buying and selling transactions in a practical, easy and efficient manner. Many factors influence someone to shopping on an e-Commerce. Tokopedia and Shopee known as the most popular e- Commerce in Indonesia. Based on the Technology Acceptance Model (TAM) theory, the factors that influence a customer's Purchase Intention include Perceived Ease of Use, Perceived Usefulness, and Attitude. This research offers the development of a basic model of TAM, namely by adding trust variables with the e-WOM independent variable, which is known to also affect dependent variable Purchase Intention.The method used to analyze the model is the Structural Equation Model (SEM). The tool used to collect data in this study is an online questionnaire that will be distributed through the google forms. While the software used for processing data is SPSS 21 and AMOS 21. The results of 10 proposed hypotheses are received significantly, while Shopee has 2 hypothesis rejected, Tokopedia only has 1 hypotesis rejected. The study revealed that Trust, Perceived Ease of Use, Perceived Usefulness, and Attitude influence on purchase intention.
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | RTMT 658.72 Adn a-1 |
| Uncontrolled Keywords: | e-Commerce, eWOM, SEM, TAM, purchase intention, trust. |
| Subjects: | Q Science > Q Science (General) T Technology > T Technology (General) |
| Divisions: | Faculty of Business and Management Technology > Management Technology > 61101-(S2) Master Thesis |
| Depositing User: | Adnin Indaru Meinika |
| Date Deposited: | 26 Mar 2025 01:47 |
| Last Modified: | 26 Mar 2025 01:47 |
| URI: | http://repository.its.ac.id/id/eprint/67956 |
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