PERAN PERCEIVED RISK, E-WOM, DAN BRAND IMAGE DALAM MEMBANGUN E-TRUST DAN PURCHASE INTENTION PADA APLIKASI BUKU DIGITAL

HANI FILDZAH ZAKIYA, . (2025) PERAN PERCEIVED RISK, E-WOM, DAN BRAND IMAGE DALAM MEMBANGUN E-TRUST DAN PURCHASE INTENTION PADA APLIKASI BUKU DIGITAL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh perceived risk, e-WOM, dan brand image terhadap e-trust dan purchase intention pada calon konsumen Gramedia Digital. Metode penelitian yang digunakan adalah kuantitatif kausalitas. Sampel penelitian menggunakan teknik purposive sampling yang terdiri dari 250 responden yang berdomisili di DKI Jakarta. Teknik pengumpulan data yang digunakan adalah kuesioner. Data diolah dengan menggunakan perangkat lunak SPSS dan AMOS. Teknik analisis yang digunakan adalah Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa perceived risk tidak berpengaruh negatif terhadap e-trust. Sementara itu, e-WOM dan brand image berpengaruh positif dan signifikan terhadap e-trust. Perceived risk tidak berpengaruh signifikan terhadap purchase intention. Di sisi lain, e-WOM, brand image, dan e-trust berpengaruh positif dan signifikan terhadap purchase intention. Penelitian ini memberikan implikasi teoritis dengan mendukung penelitian pemasaran sebelumnya dalam konteks platform digital. Implikasi praktis bagi perusahaan buku digital adalah untuk fokus dalam memberikan pengalaman pengguna yang positif agar mereka dapat berbagi pengalaman positif dengan calon pembeli dan membangun karakteristik merek agar dapat bersaing dengan kompetitor mereka. ***** This study aims to analyze the effect of perceived risk, e-WOM, and brand image on e-trust and purchase intention in prospective Gramedia Digital consumers. The research method used is quantitative causality. The research sample used purposive sampling technique consisting of 250 respondents who live in DKI Jakarta. The data collection technique used was a questionnaire. The data was processed using SPSS and AMOS software. The analysis technique used is Structural Equation Modeling (SEM). The results showed that perceived risk has no negative effect on e-trust. Meanwhile, e-WOM and brand image have a positive and significant effect on e-trust. Perceived risk has no significant effect on purchase intention. On the other hand, e-WOM, brand image, and e-trust have a positive and significant effect on purchase intention. This study provides theoretical implications by supporting previous marketing research in the context of digital platforms. The practical implication for digital book companies is to focus on providing a positive user experience so that they can share positive experiences with potential buyers and build brand characteristics to compete with their competitors.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Hani Fildzah Zakiya .
Date Deposited:	05 Aug 2025 08:15
Last Modified:	05 Aug 2025 08:15
URI:	http://repository.unj.ac.id/id/eprint/58036

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