EFEK TRUST TERHADAP CONSUMERS’ CONTINUOUS PURCHASE INTENTIONS DI BISNIS PERDAGANGAN SHOPEE: PERSPEKTIF TRANSFER TRUST
Abstract
The purpose of this study was to determine the effect of trust on consumer continuous purchase intention in e-commerce Shopee. The increasing growth of e-commerce in Indonesia has made Shopee to enliven this industry.. Shopee as one of the sites for buying and selling online that has made changes to attract customers to make more transactions through the site. Shopee is more focused on mobile platforms so that it is easier for people to search, shop, and sell directly on their cellphones. Shopee is also equipped with live chat, social sharing and hashtag features to facilitate communication between sellers and buyers and make it easier to find products that consumers want. Consumer trust in the company's brand is a commitment that exists between the company and its customers. The company offers standard quality products, can meet the needs, and never disappoints its customers. This study used a questionnaire to collect data. With a sample of 160 respondents and the results obtained are Emotional support, information support has a positive effect on trust. Trust and brand trust have a positive effect on continuous purchase intentions. Trust has a positive effect on brand trust and promotion can strengthen the relationship between trust and brand trust.
BAHASA INDONESIA ABSTRACT
Tujuan penelitian ini adalah untuk mengetahui efek trust terhadap consumer continuous purchase intention di e-commerce Shopee. Pertumbuhan e-commerce yang terus meningkat di Indonesia membuat Shopee ikut meramaikan industri ini. Shopee sebagai salah satu situs yang wadah jual beli secara online yang telah melakukan perubahan untuk menarik minat pelanggan agar lebih banyak bertransaksi melalui situs tersebut. Shopee lebih fokus pada platform mobile sehingga orang-orang lebih mudah mencari, berbelanja, dan berjualan langsung di ponselnya saja. Shopee juga dilengkapi dengan fitur live chat, berbagi (social sharing), dan hashtag untuk memudahkan komunikasi anatara penjual dan pembeli dan memudahkan dalam mencari produk yang diinginkan konsumen. Kepercayaan konsumen terhadap merek perusahaan merupakan komitmen yang terjalin antara perusahaan dengan pelanggan. Perusahaan menawarkan kualitas standar produknya, dapat memenuhi kebutuhan, dan tidak pernah mengecewakan pelanggannya. Penelitian ini menggunakan kuesioner untuk mengumpulkan data. Dengan sampel 160 Responden dan hasil yang diperoleh adalah Emotional support, information support berpengaruh positif terhadap trust. Trust dan brand trust berpengaruh positif terhadap continuous purchase intentions. Trust berpangaruh positif terhadap brand trust dan promotion dapat memperkuat hubungan antara trust terhadap brand trust.
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