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Repositori Institusi | Universitas Kristen Satya Wacana: Trust and Electronic Word of Mouth on Purchase Intention; Rating as Mediator

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TRUST AND ELECTRONIC WORD OF MOUTH ON PURCHASE INTENTION: RATING AS MEDIATOR

Disusun Oleh:

KEREN SONIA PETRONELA KOJONGIAN 212017108

TUGAS AKHIR

Diajukan kepada Fakultas Ekonomika dan Bisnis Guna Memenuhi Sebagian dari Persyaratan-persyaratan untuk Mencapai Gelar Sarjana

Ekonomi

FAKULTAS : EKONOMIKA DAN BISNIS PROGRAM STUDI : MANAJEMEN

FAKULTAS EKONOMIKA DAN BISNIS UNIVERSITAS KRISTEN SATYA

WACANA SALATIGA

2023

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TRUST AND ELECTRONIC WORD OF MOUTH ON PURCHASE INTENTION: RATING AS MEDIATOR

Keren Sonia Petronela Kojongian1,Gede Ariadi2,*

1,2 Satya Wacana Christian University [email protected]

*Correspondent Author

ARTICLEINFORMATION ABSTRACT

Article History Received 23-09-2023 Revised 09-10-2023 Accepted 10-10-2023

In the increasingly digital age, this research aims to investigate how trust, electronic word of mouth, and rating as a mediator affect consumer purchase intention. This study examines the effect of trust and electronic word-of-mouth, with ratings acting as a mediator, on the purchasing intentions of health products. The research centres on Shopee users residing in Salatiga City during the COVID-19 pandemic. The study's sample consisted of 103 inhabitants of Salatiga City who use the Shopee marketplace. The analysis was completed utilizing the Partial Least Square-Structural Equation Method. The results suggest that trust does not significantly impact purchase intent, but the trust variable has a positive and significant impact on ratings.

Furthermore, the rating variable indicates a positive and significant effect on purchase intent. The electronic word-of-mouth factor has a positive and significant impact on purchase intention and ratings.

The positive and significant effect of linking trust and purchase intention via ratings as a mediator is evident. In contrast, the link between electronic word of mouth and purchase intention, where ratings serve as a mediator, does not indicate any significant impact.

This article has open access under the CC–BY-SAlicense.

Keywords

Trust;

Electronic Word of Mouth;

Rating;

Purchase Intention.

Referensi

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