Pengaruh Electronic Word-of-Mouth dan Sales Promotion terhadap Perceived Usefulness melalui E-Customer Trust sebagai Variabel Mediasi pada Konsumen Shopee Paylater
Keywords:
electronic word-of-mouth; e-customer trust; perceived usefulness; sales promotionAbstract
Penelitian ini berfokus pada dampak electronic word-of-mouth (e-WOM) dan sales promotion terhadap preceived usefulness dengan E-customer trust berfungsi sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif, dimana data dari 100 responden dikumpulkan menggunakan kuesioner dengan skala Likert. Analisis data dilakukan dengan menggunakan Structural Equation Modeling (SEM) melalui Smart-PLS. Hasil penelitian ini menunjukkan bahwa e-WOM dan sales promotion merupakan variabel yang mampu mempengaruhi persepsi manfaat (perceived usefulnes) melalui e-customer trust sebagai variabel mediasi. Adanya e-WOM positif serta sales promotion yang menarik terhadap Shopee paylater, akan membentuk kepercayaan konsumen yang pada akhirnya akan mempengaruhi persepsi konsumen terhadap kebergunaan atau manfaat Shopee paylater sebagai media pembayaran. Penelitian ini terbatas pada pendekatan kuantitatif yang terfokus pada analisis statistik, sehingga diperlukan penelitian lebih lanjut dengan menambahkan pendekatan kualitatif untuk mendeskripsikan lebih mendetail terkait data yang akan dianalisis.
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