Pengaruh Customer Reviews, System Quality, Perceived Service Quality, dan Product Assortment Terhadap Purchase Intention Pengguna Shopee di Kota Padang: Peran Mediasi Trust

Jean Syifa Salsabila; Firman

doi:10.57178/paradoks.v9i3.2482

Authors

Jean Syifa Salsabila Universitas Negeri Padang, Indonesia
Firman Universitas Negeri Padang, Indonesia

DOI:

https://doi.org/10.57178/paradoks.v9i3.2482

Keywords:

Customer Reviews, System Quality, Perceived Service Quality, Product Assortment, Trust, Purchase Intention, Shopee

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh customer reviews, system quality, perceived service quality, dan product assortment terhadap purchase intention oleh pengguna aktif Shopee di Kota Padang serta peran trust sebagai mediasi. Penelitian ini mendasar pada teori Unified Theory of Acceptance and Use of Technology (UTAUT) yang merupakan suatu model yang dikembangkan untuk menjelaskan perilaku seseorang dalam menerima dan menggunakan teknologi informasi. Penelitian menggunakan pendekatan kuantitatif dengan metode survei yang terhadap 302 responden yang dipilih melalui teknik purposive sampling dan memenuhi kriteria lalu kemudian menjadi data primer dalam penelitian ini. Analisis data dilakukan dengan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan software SmartPLS 4. Hasil penelitian menunjukan bahwa system quality, perceived service quality, dan product assortment berpengaruh positif dan signifikan terhadap trust, sedangkan customer reviews tidak berpengaruh signifikan terhadap trust. System quality dan customer reviews berpengaruh positif dan signifikan terhadap purchase intention, sedangkan perceived service quality dan product assortment tidak berpengaruh signifikan terhadap purchase intention. Trust terbukti dapat memediasi hubungan system quality, perceived service quality, dan product assortment sehingga berpengaruh positif dan signifikan terhadap purchase intention, namun hubungan customer reviews terhadap purchase intention tidak berpengaruh signifikan ketika dimediasi oleh trust.

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