ANALISIS PENGARUH CREDIBILITY, TRUST, PERCEIVED EASE OF USE, PERCEIVED USEFULNESS, PERCEIVED RISK DAN INFORMATION QUALITY TERHADAP PURCHASE INTENTION PADA PASAR E-COMMERCE

Ronny Firdiansyah Arief; Indra  Prawira

doi:10.33758/mbi.v18i4.500

Authors

Ronny Firdiansyah Arief Universitas Internasional Batam
Indra Prawira Universitas Internasional Batam

DOI:

https://doi.org/10.33758/mbi.v18i4.500

Keywords:

Niat Beli, Persepsi Resiko, kegunaan yang dirasakan, Kepercayaan, Kredibilitas

Abstract

Penelitian ini bertujuan untuk menganalisa pengaruh kredibilitas pelaku usaha terhadap pelanggan dalam melakukan transaksi pembelian di E-commerce. Faktor yang mempengaruhi dipilih yakni Credibility, Information Quality, Perceived Ease of Use, Perceived Usefulness dan Trust. Peneliti memilih pelanggan e-commerce di provinsi Kepulauan Riau sebagai objek penelitian. Terdapat 451 responden yang telah dikumpulkan dan dinyatakan valid. Diketahui bahwa dalam lingkungan bisnis yang kompetitif, kepercayaan konsumen terhadap merek atau perusahaan menjadi faktor yang sangat penting dalam menentukan keberhasilan pemasaran. Konsumen cenderung memilih merek atau produk yang dianggap kredibel dan dapat dipercaya, karena mereka percaya bahwa merek atau produk tersebut akan memberikan manfaat dan kualitas yang dijanjikan. Kesimpulannya, pelaku bisnis harus fokus pada peningkatan kredibilitas, kualitas informasi, kemudahan penggunaan yang dirasakan, kegunaan yang dirasakan, dan kepercayaan untuk secara positif memengaruhi niat beli pelanggan. Dengan menangani faktor-faktor ini dalam strategi pemasaran dan bisnis mereka, manajer dapat secara efektif memandu pelanggan melalui proses pembelian dan meningkatkan kemungkinan konversi yang berhasil

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