PENGARUH BRAND IMAGE, PERCEIVED RISK, DAN ONLINE CUSTOMER REVIEW TERHADAP TRUST DAN PURCHASE INTENTION PADA TIKTOK SHOP

SYARIFAH NADIRA ASSEGAF, . (2025) PENGARUH BRAND IMAGE, PERCEIVED RISK, DAN ONLINE CUSTOMER REVIEW TERHADAP TRUST DAN PURCHASE INTENTION PADA TIKTOK SHOP. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui apakah brand image, perceived risk, dan online customer review berpengaruh terhadap trust dan purchase intention. Metode pengumpulan data yang digunakan yaitu metode survei dengan menyebarkan kuesioner secara online melalui Google Forms. Sampel dalam penelitian ini berjumlah 231 responden yang berdomisili di Kota Administrasi Jakarta, dengan usia minimal 17 tahun, dan belum pernah melakukan pembelian di TikTok Shop. Teknik analisis data menggunakan SPSS versi 31 dan SEM AMOS versi 26 untuk mengolah data dan menganalisis data hasil penelitian. Hasil penelitian menunjukkan bahwa brand image berpengaruh signifikan terhadap trust, brand image tidak berpengaruh signifikan terhadap purchase intention, perceived risk berpengaruh signifikan terhadap trust, perceived risk tidak berpengaruh signifikan terhadap purchase intention, online customer review berpengaruh signifikan terhadap trust, online customer review tidak berpengaruh signifikan terhadap purchase intention, trust berpengaruh signifikan terhadap purchase intention. Kata kunci: brand image, perceived risk, online customer review, trust, purchase intention. ***** This study aims to determine whether brand image, perceived risk, and online customer reviews influence trust and purchase intention. The data collection method used was a survey method by distributing questionnaires online through Google Forms. The sample in this study consisted of 231 respondents domiciled in the Administrative City of Jakarta, with a minimum age of 17 years, and who had never made a purchase at TikTok Shop. The data analysis technique used SPSS version 31 and SEM AMOS version 26 to process and analyze the research results. The results of the study indicate that brand image has a significant effect on trust, brand image has no significant effect on purchase intention, perceived risk has a significant effect on trust, perceived risk has no significant effect on purchase intention, online customer reviews have a significant effect on trust, online customer reviews have no significant effect on purchase intention, and trust has a significant effect on purchase intention. Keywords: brand image, perceived risk, online customer reviews, trust, purchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Dr. Osly Usman, M.Bus.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Syarifah Nadira Assegaf .
Date Deposited:	14 Aug 2025 04:20
Last Modified:	14 Aug 2025 04:20
URI:	http://repository.unj.ac.id/id/eprint/61042

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