PENGARUH BRAND REPUTATION DAN PERCEIVED RISK TERHADAP PURCHASE INTENTION MELALUI BRAND TRUST PADA PENGGUNA APLIKASI CAROUSELL GENERASI Z

TASYA SHOLEHAH, . (2026) PENGARUH BRAND REPUTATION DAN PERCEIVED RISK TERHADAP PURCHASE INTENTION MELALUI BRAND TRUST PADA PENGGUNA APLIKASI CAROUSELL GENERASI Z. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand reputation dan perceived risk terhadap purchase intention melalui brand trust sebagai variabel mediasi pada Generasi Z pengguna aplikasi Carousell. Penelitian ini dilakukan karena semakin berkembangnya marketplace barang bekas (preloved) yang mendorong pentingnya pemahaman mengenai faktor-faktor yang memengaruhi purchase intention (minat beli) konsumen. Generasi Z sebagai salah satu kelompok pengguna digital terbesar memiliki karakteristik yang cenderung mempertimbangkan reputasi merek, tingkat risiko, serta kepercayaan terhadap platform sebelum memutuskan untuk melakukan pembelian. Penelitian ini menggunakan pendekatan kuantitatif dengan mengumpulkan data melalui penyebaran kuesioner secara daring menggunakan Google Form kepada 150 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS versi 4. Hasil penelitian menunjukkan bahwa brand reputation berpengaruh positif dan signifikan terhadap brand trust, sedangkan perceived risk berpengaruh negatif dan signifikan terhadap brand trust. Selain itu, brand trust berpengaruh positif dan signifikan terhadap purchase intention. Hasil penelitian juga menunjukkan bahwa brand reputation berpengaruh positif dan signifikan terhadap purchase intention, sedangkan perceived risk berpengaruh negatif dan signifikan terhadap purchase intention. Penelitian ini turut membuktikan bahwa brand trust mampu memediasi pengaruh brand reputation dan perceived risk terhadap purchase intention. Berdasarkan hasil penelitian, Carousell disarankan untuk terus meningkatkan brand reputation melalui penyediaan layanan yang berkualitas, transparan, dan terpercaya, serta meminimalkan perceived risk pengguna dengan memperkuat sistem keamanan transaksi dan perlindungan data pribadi. Hasil penelitian ini juga diharapkan dapat menjadi referensi bagi pelaku bisnis digital dalam merancang strategi pemasaran yang mampu meningkatkan kepercayaan konsumen sehingga mendorong peningkatan purchase intention pada platform marketplace. ***** This study aims to analyze the influence of brand reputation and perceived risk on purchase intention through brand trust as a mediating variable among Generation Z users of the Carousell application. This study was conducted in response to the rapid growth of the preloved marketplace, which highlights the importance of understanding the factors influencing consumers' purchase intention. As one of the largest groups of digital users, Generation Z tends to consider brand reputation, perceived risk, and trust in a platform before making a purchase decision. This study employed a quantitative approach by collecting data through an online questionnaire distributed via Google Forms to 150 respondents selected using a purposive sampling technique. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the assistance of SmartPLS version 4 software. The results indicate that brand reputation has a positive and significant effect on brand trust, while perceived risk has a negative and significant effect on brand trust. Furthermore, brand trust has a positive and significant effect on purchase intention. The findings also reveal that brand reputation has a positive and significant effect on purchase intention, whereas perceived risk has a negative and significant effect on purchase intention. In addition, brand trust is proven to mediate the effects of brand reputation and perceived risk on purchase intention. Based on these findings, Carousell is recommended to continuously strengthen its brand reputation by providing high-quality, transparent, and trustworthy services, while minimizing users' perceived risk through enhanced transaction security and personal data protection. The findings of this study are also expected to serve as a reference for digital business practitioners in designing marketing strategies that enhance consumer trust and encourage higher purchase intention on marketplace platforms.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dita Puruwita, S.Pd., M.Si., Ph.D. ; 2). Kusworo, M.Pd.
Subjects:	Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Tasya Sholehah .
Date Deposited:	18 Aug 2026 04:22
Last Modified:	18 Aug 2026 04:24
URI:	http://repository.unj.ac.id/id/eprint/71309

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