PERAN SHORT VIDEO MARKETING, ELECTRONIC WORD OF MOUTH, DAN PERCEIVED RISK DALAM MEMBANGUN CONSUMER TRUST DAN PURCHASE INTENTION PADA ONLINE TRAVEL AGENT

FAZA RUZIQYANI FIRDAUSA, . (2025) PERAN SHORT VIDEO MARKETING, ELECTRONIC WORD OF MOUTH, DAN PERCEIVED RISK DALAM MEMBANGUN CONSUMER TRUST DAN PURCHASE INTENTION PADA ONLINE TRAVEL AGENT. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis peran short video marketing, electronic word of mouth, dan perceived risk dalam membangun consumer trust dan purchase intention pada online travel agent. Penelitian ini melibatkan 252 responden yang pernah melihat promosi layanan Tiket.com di media sosial, berdomisili di DKI Jakarta. Metode analisis yang digunakan adalah uji validitas dan reliabilitas dengan menggunakan software SPSS serta uji kelayakan model dan uji hipotesis dengan software AMOS 29. Teknik analisis yang digunakan adalah Structural Equation Modeling. Temuan ini menunjukkan bahwa short video marketing dan EWOM meningkatkan consumer trust, namun hanya EWOM yang signifikan mendorong purchase intention. Short video marketing tidak langsung memengaruhi pembelian, sedangkan perceived risk tidak mengurangi consumer trust tetapi justru mendorong purchase intention karena konsumen lebih berhati-hati. Consumer trust sendiri tidak signifikan terhadap purchase intention, sehingga faktor lain seperti harga dan promosi tetap penting dalam keputusan pembelian.***** This study aims to examine and analyze the role of short video marketing, electronic word of mouth, and perceived risk in building consumer trust and purchase intention in online travel agents. This study involved 252 respondents who had seen Tiket.com service promotions on social media and were domiciled in Jakarta. The analytical methods used were validity and reliability testing using SPSS software, model feasibility testing, and hypothesis testing using AMOS 29 software. The analysis technique used was Structural Equation Modeling. These findings indicate that short video marketing and eWOM increase consumer trust, but only eWOM significantly drives purchase intention. Short video marketing does not directly influence purchases, while perceived risk does not reduce consumer trust but instead drives purchase intention because consumers are more cautious. Consumer trust itself is not significant for purchase intention, so other factors such as price and promotions remain important in purchasing decisions.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Dewi Agustin Pratama Sari, S.E., M.S.M.
Subjects:	Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Faza Ruziqyani Firdausa .
Date Deposited:	14 Aug 2025 01:12
Last Modified:	14 Aug 2025 01:12
URI:	http://repository.unj.ac.id/id/eprint/60512

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