Pengaruh Customer Review Dan Perceived Service Quality Terhadap Purchase Intention Pada Website Erigo Dengan Trust Sebagai Variabel Mediasi

Octaviana Devi Pramudita, Soepatini Soepatini

Abstract


Penelitian ini bertujuan menganalisis pengaruh customer review dan perceived service quality terhadap purchase intention dengan trust sebagai variabel mediasi pada website ERIGO. Penelitian menggunakan pendekatan kuantitatif dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui SmartPLS 4.1.1.6. Data diperoleh dari 112 responden yang mengetahui ERIGO, pernah mengunjungi website resminya, tetapi belum pernah melakukan pembelian. Hasil penelitian menunjukkan bahwa customer review berpengaruh positif signifikan terhadap purchase intention, tetapi tidak terhadap trust. Perceived service quality berpengaruh signifikan terhadap trust, tetapi tidak secara langsung terhadap purchase intention. Trust berpengaruh positif signifikan terhadap purchase intention dan memediasi pengaruh perceived service quality terhadap purchase intention. Namun, mediasi trust pada hubungan customer review dan purchase intention tidak signifikan. Temuan ini menegaskan pentingnya kualitas layanan dalam membangun kepercayaan konsumen.

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DOI: https://doi.org/10.37531/sejaman.v9i2.12912

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