PENGARUH WORD OF MOUTH (WOM), TRUST, DAN PERCEIVED VALUE TERHADAP INTENTION TO USE PADA APLIKASI ERASPACE

SYAFIQAH DEWI RAMADHANI, . (2025) PENGARUH WORD OF MOUTH (WOM), TRUST, DAN PERCEIVED VALUE TERHADAP INTENTION TO USE PADA APLIKASI ERASPACE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini menganalisis pengaruh Word of Mouth, Trust, dan Perceived Value terhadap Intention to Use pada aplikasi Eraspace, sebuah platform e-commerce di Indonesia yang menawarkan program loyalitas MyEraspace. Latar belakang penelitian didasarkan pada pesatnya perkembangan teknologi digital yang mendorong pertumbuhan aplikasi belanja daring, namun rendahnya kesadaran konsumen terhadap manfaat program loyalitas menjadi tantangan bagi PT Erajaya Swasembada Tbk. Penelitian bertujuan untuk mengidentifikasi pengaruh WOM terhadap Intention to Use, menganalisis hubungan Trust dengan Intention to Use, dan mengukur kontribusi Perceived Value terhadap Intention to Use. Menggunakan pendekatan kuantitatif dengan metode purposive sampling, data dikumpulkan dari pengguna aplikasi Eraspace yang mengetahui atau menjadi anggota MyEraspace melalui kuesioner daring dengan skala Likert 1-6, dianalisis dengan model persamaan struktural berbasis Partial Least Squares (PLS-SEM). Hasil penelitian menunjukkan bahwa WOM berpengaruh positif melalui rekomendasi yang kredibel dan informatif, Trust meningkatkan niat penggunaan melalui keandalan, kompetensi, dan transparansi, serta Perceived Value berkontribusi melalui manfaat fungsional, emosional, dan sosial. Trust menjadi faktor dominan dalam mendorong Intention to Use. Penelitian ini memberikan wawasan bagi PT Erajaya untuk meningkatkan strategi pemasaran dan edukasi konsumen guna memperkuat adopsi program loyalitas. Kata Kunci: Word of mouth, trust, perceived value, intention to use. ***** This study analyzes the influence of Word of Mouth (WOM), Trust, and Perceived Value on Intention to Use on the Eraspace application, an e-commerce platform in Indonesia that offers the MyEraspace loyalty program. The background of the research is based on the rapid development of digital technology that encourages the growth of online shopping applications, but low consumer awareness of the benefits of loyalty programs is a challenge for PT Erajaya Swasembada Tbk. The research aims to identify the influence of WOM on Intention to Use, analyze the relationship between Trust and Intention to Use, and measure the contribution of Perceived Value to Intention to Use. Using a quantitative approach with the purposive sampling method, data was collected from Eraspace application users who knew or became members of MyEraspace through an online questionnaire with a Likert scale of 1-6, analyzed using a structural equation model based on Partial Least Squares (PLS-SEM). The results showed that WOM had a positive effect through credible and informative recommendations, Trust increased intention to use through reliability, competence, and transparency, and Perceived Value contributed through functional, emotional, and social benefits. Trust is the dominant factor in encouraging Intention to Use. This research provides insights for PT Erajaya to improve marketing strategies and consumer education to strengthen the adoption of loyalty programs.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Hania Aminah, S.Pd.,M.M.,Ph.D. ; 2). Diena Noviarini M.M.Si.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Syafiqah Dewi Ramadhani .
Date Deposited:	12 Aug 2025 03:14
Last Modified:	12 Aug 2025 03:14
URI:	http://repository.unj.ac.id/id/eprint/59748

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