ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI CUSTOMER TRUST DAN PURCHASE INTENTION PADA APLIKASI KOPI DIGITAL

ESTU HANDAYANI, . (2025) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI CUSTOMER TRUST DAN PURCHASE INTENTION PADA APLIKASI KOPI DIGITAL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing, online customer review, brand image dalam membentuk customer trust dan purchase intention pada aplikasi kopi Jago. Menggunakan desain penelitian kuantitatif. Dengan pendekatan kuantitatif, survei menargetkan pengguna aplikasi kopi Jago yang berusia 17 tahun ke atas, berdomisili di Jakarta Selatan, memiliki akun media sosial dan mengikuti akun resmi kopi Jago,serta telah mengunduh dan menggunakan aplikasi kopi Jago. Data dikumpulkan melalui kuesioner online dengan skala Likert 6 poin. Untuk mengolah dan menganalisis data, penelitian ini menggunakan software SPSS dan Structural Equation Modeling (SEM) AMOS. Hasil penelitian ini mengungkapkan bahwa social media marketing, online customer review, dan brand image, berpengaruh positif dan signifikan terhadap customer trust dan purchase intention. Selain itu, customer trust juga terbukti memberikan pengaruh positif dan signifikan terhadap purchase intention. Faktor-faktor seperti respon cepat, ulasan pengguna yang jujur, serta citra merek yang positif menjadi pendorong utama terbentuknya kepercayaan dan mendorong pembelian melalui aplikasi. **** This study aims to analyze the influence of social media marketing, online customer reviews, and brand image in shaping customer trust and purchase intention on the Jago Coffee application. The research adopts a quantitative design, targeting Jago Coffee app users aged 17 and above, residing in South Jakarta, who have social media accounts, follow the official Jago Coffee account, and have downloaded and used the Jago Coffee application. Data were collected through an online questionnaire using a 6-point Likert scale. For data processing and analysis, SPSS and Structural Equation Modeling (SEM) with AMOS software were used. The results reveal that social media marketing, online customer reviews, and brand image have a positive and significant impact on customer trust and purchase intention. Furthermore, customer trust is also proven to have a positive and significant influence on purchase intention. Factors such as quick response, honest user reviews, and a positive brand image play a key role in building trust and encouraging purchases through the application.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Ibu Dr. Terrylina Arvinta Monoarfa, S.E., M.M.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Users 28427 not found.
Date Deposited:	05 Aug 2025 02:54
Last Modified:	05 Aug 2025 02:54
URI:	http://repository.unj.ac.id/id/eprint/57761

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