Pengaruh Keamanan, Kualitas Informasi, Word Mouth Electronic dan Pengalaman Berbelanja Terhadap Kepercayaan Merek Online
DOI:
https://doi.org/10.56393/aktiva.v1i1.35Keywords:
Keamanan, Kualitas Informasi, Word mouth electronic, Pengalaman Berbelanja, Kepercayaan Merek OnlineAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh keamanan, kualitas informasi, word mouth electronic, dan pengalaman berbelanja terhadap kepercayaan merek online. Penelitian ini dilakukan di Daerah Istimewa Yogyakarta pada tahun 2020. Populasi dalam penelitian ini adalah seluruh konsumen/pengguna Shopee. Sampel dalam penelitian ini sebanyak 100 responden dan pengambilan sampel menggunkan non probability sampling dengan metode purposive sampling. Teknik analisis menggunakan regresi linier berganda. Hasil penelitian ini menunnjukkan bahwa secara parsial keamanan berpengaruh positif dan signifikan dengan nilai sig. 0,000<0,05, kualitas informasi berpengaruh positif dan signifikan dengan nilai sig. 0,000<0,05 electronic word of mouth tidak berpengaruh positif dan signifikan karena nilai sig. 0,779>0,05, pengalaman berbelanja berpengaruh positif dan signifikan dengan sig. 0,002<0,05. Secara simultan keamanan, kualitas informasi, electronic word of mouth, dan pengalaman berbelanja berpengaruh signifikan terhadap kepercayaan merek online dengan nilai sig. 0,000<0,05. Pengaruh keamanan, kualitas informasi, word mouth electronic, dan pengalaman berbelanja terhadap kepercayaan merek online dijelaskan oleh adjusted R2 sebesar 69,5%
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