THE INFLUENCE OF SOCIAL MEDIA USAGE, ELECTRONIC WORD OF MOUTH, AND TRUST AS A MEDIATING VARIABLE TOWARDS PURCHASE DECISION INVOLVEMENT ON ZALORA INDONESIA
Abstract
In today’s modern era, every human being is helped by various digitalized things to carry out various activities and one of the examples is shopping online. Currently in Indonesia, there are many types of e-commerce and one of them is fashion e-commerce. Zalora is ranked first in the fashion e-commerce industry in Indonesia. Therefore, this study was conducted to determine the influence of social media usage and electronic word of mouth on purchase decision involvement mediated by trust on Zalora Indonesia. Data collection was carried out by distributing electronic questionnaires with a sample size of 235 people. The sampling technique used is non-probability sampling with purposive sampling. The data is processed using validity, reliability, and statistical analysis methods. Data is processed through Partial Least Square-Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0 software. From the research results it can be concluded that social media usage can positively and significantly influence purchase decision involvement, either directly or through trust as the mediating variable. Meanwhile, electronic word of mouth does not directly influence purchase decision involvement, and must be mediated by trust in order to have a positive and significant influence on purchase decision involvement.
BAHASA INDONESIA ABSTRACT
Di era modern saat ini, setiap manusia dibantu oleh berbagai hal digital untuk melakukan berbagai kegiatan dan salah satu contohnya adalah berbelanja online. Saat ini di Indonesia, ada banyak jenis e-commerce dan salah satunya adalah fashion e-commerce. Zalora menduduki peringkat pertama dalam industri e-commerce fashion di Indonesia. Oleh karena itu, penelitian ini dilakukan untuk mengetahui pengaruh penggunaan media sosial dan elektronik dari mulut ke mulut terhadap keterlibatan keputusan pembelian yang dimediasi oleh kepercayaan pada Zalora Indonesia. Pendataan dilakukan dengan mendistribusikan kuesioner elektronik dengan ukuran sampel 235 orang. Teknik sampling yang digunakan adalah non-probability sampling dengan purposive sampling. Data diproses menggunakan validitas, keandalan, dan metode analisis statistik. Dari hasil penelitian dapat disimpulkan bahwa penggunaan media sosial dapat secara positif dan signifikan mempengaruhi keterlibatan keputusan pembelian, baik secara langsung maupun melalui kepercayaan sebagai variabel mediasi. Sementara itu, elektronik dari mulut ke mulut tidak secara langsung mempengaruhi keterlibatan keputusan pembelian, dan harus dimediasi oleh kepercayaan agar memiliki pengaruh positif dan signifikan terhadap keterlibatan keputusan pembelian.
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