Analisis Faktor yang Memengaruhi Consumer Trust dalam Purchase Intention: Studi Kasus Pada Luxury Branded Bag di Online Store

Sa'adah, Silviana Khalilatus (2022) Analisis Faktor yang Memengaruhi Consumer Trust dalam Purchase Intention: Studi Kasus Pada Luxury Branded Bag di Online Store. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Beberapa tahun terakhir, peminat pembelian produk fashion secara online terus mengalami perkembangan dan mengubah pola konsumsi masyarakat yang sebelumnya melakukan pembelian secara offline menjadi online. Penelitian ini memiliki tujuan untuk mengetahui pengaruh social influence factor, personality factor, serta perceived risk terhadap purchase intention branded bag melalui social commerce Instagram yang dimediasi oleh peranan consumer trust. Model penelitian ini adalah conclusive design dengan pendekatan deskriptif kuantitatif. Untuk mencapai tujuan penelitian, dilakukan pengolahan serta analisis data dengan metode PLS-SEM. Pengumpulan data dilakukan menggunakan kuesioner online dengan kriteria responden yang telah ditentukan. Sampel pada penelitian ini berjumlah 141 responden yang merupakan pengikut dari akun social commerce amoristbag dan voila.id. Temuan dari penelitian menunjukkan bahwa social influence factor dan perceived risk, berpengaruh signifikan pada purchase intention, dan hubungan keduanya berhasil dimediasi oleh consumer trust. Namun hal tersebut tidak terjadi pada hubungan antara personality factor dengan purchase intention, dan juga peran mediasi consumer trust terhadap hubungan keduanya. Hasil dari penelitian ini memberikan pemahaman yang baik mengenai perilaku konsumen branded bag melalui social commerce kepada penjual branded bag, dengan memberikan implikasi yang dapat membantu merumuskan strategi pemasaran yang tepat untuk menumbuhkan consumer trust konsumen branded bag Indonesia.
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In recent years, enthusiasts for purchasing fashion products online have continued to develop and change the consumption patterns of people who previously made purchases offline to become online. This study aims to determine the effect of social influence factors, personality factors, and perceived risk on the purchase intention branded bags through Instagram as a social commerce which is mediated by the role of consumer trust. This research is a conclusive design research model with a quantitative descriptive approach. To achieve the research objectives, data processing and analysis were carried out using the PLS-SEM method. Data was collected using an online questionnaire with predetermined respondent criteria. The sample in this study found 141 respondents who were followers of the social commerce accounts amoristbag and voila.id. The findings of the study indicate that social influence factors and perceived risk have a significant effect on purchase intention, and the relationship between the two is successfully mediated by consumer trust. However, this does not occur in the relationship between personality factors and purchase intention, as well as the mediating role of consumer trust in the relationship between the two. The results of this study are not only useful for readers and provide a better understanding of consumer behavior of branded bags through social trade, but also sellers of branded bags through social media by providing feedback to help formulate appropriate marketing strategies to foster consumer confidence in branded bags Indonesia.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Consumer Trust, Luxury Branded Bag, Perceived Risk, Personality Factor, Purchase Intention, Social Influence Factor
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Silviana Khalilatus Sa’adah
Date Deposited:	07 Feb 2022 03:01
Last Modified:	02 Nov 2022 02:00
URI:	http://repository.its.ac.id/id/eprint/92914

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