Pengaruh customer review, customer rating, dan celebrity endorser terhadap minat beli melalui kepercayaan di online shop Shopee

Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) Pub Date : 2023-06-04 DOI:10.37631/ebisma.v4i1.874

Mukhammad Firdaus, S. Aisyah, E. Farida

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引用次数: 0

Abstract

Shopee is the number 1 marketplace in Indonesia in terms of usage, but lately Shopee is no longer in that position. The aim of this research is to find out and analyze how the influence of Customer Reviews, Customer Ratings and Celebrity Endorsers on Purchase Intention through trust as an intervening variable at Online Shop Shopee. This research is a quantitative research using explanatory research techniques. The sampling was carried out using purposive sampling technique. The population of this research is all Shopee consumers in Malang city with 95 respondents as a sample. The results of this study are (1) Customer reviews have no significant effect on trust, (2) Customer ratings and celebrity endorsers have a significant effect on trust, (3) Customer reviews have no significant effect on purchase intention, (4) Customer ratings and celebrity endorsers have a significant effect on purchase intention, (5) Trust has an effect on purchase intention, (6) Customer reviews have no significant effect on purchase intention through trust, (7) Customer ratings and celebrity endorsers have a significant effect on purchase intention through trust.

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就使用率而言，Shopee是印尼排名第一的市场，但最近Shopee不再占据这个位置。本研究的目的是通过信任作为中介变量，找出并分析顾客评论、顾客评分和名人代言对Shopee网上商店购买意愿的影响。本研究是运用解释研究技术的定量研究。采用有目的抽样技术进行抽样。本研究的人群为玛琅市所有的Shopee消费者，以95名受访者为样本。本研究的结果是:(1)顾客评价对信任没有显著影响，(2)顾客评价和名人代言对信任有显著影响，(3)顾客评价对购买意愿没有显著影响，(4)顾客评价和名人代言对购买意愿有显著影响，(5)信任对购买意愿有影响，(6)顾客评价通过信任对购买意愿没有显著影响。(7)顾客评价和名人代言对信任购买意愿有显著影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA)

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