PENGARUH ONLINE REVIEW, SUBJECTIVE NORM, PERCEIVED EASE OF USE DAN CUSTOMER ONLINE EXPERIENCE TERHADAP ONLINE BUYING INTENTION PADA E-COMMERCE DI INDONESIA DENGAN CONSUMER ATTITUDE DAN TRUST SEBAGAI MEDIASI

Putu Rahayu Suandewi, Agus Fredy Maradona

Abstrak


The development of e-commerce in Indonesia is growing rapidly along with the growth of internet users. This development is used by various platforms to sell various products. Buying intention from consumers is not necessarily easily obtained, due to various factors and global competition. This study aims to determine the determinants of buying intention in e-commerce with consumer attitude and trust as mediators. Data collection techniques through the distribution of questionnaires with google form. Respondents in this study amounted to 340 users of e-commerce. Data analysis was performed using SEM-PLS. The results of this study indicate that e-commerce consumers in Indonesia are more dominant in making purchases because it is caused by the attitudes and experiences they feel in the digital world. Online reviews and convenience are not even a consideration for them in making purchases, this can be information about consumer behavior that tends to prioritize the desire to try a product compared to reviews given by other people for the product. The results of this study can contribute to the development of digital marketing science, especially for online business people in an effort to attract maximum sales.

Perkembangan e-commerce di Indonesia semakin pesat seiring dengan pertumbuhan pengguna internet. Perkembangan ini dimanfaatkan oleh berbagai platform untuk melakukan penjualan berbagai macam produk. Buying intention dari konsumen tidak serta merta mudah didapatkan, dikarenakan berbagai faktor dan persaingan global. Penelitian ini bertujuan untuk mengetahui determinan buying intention pada e-commerce dengan consumer attitude dan trust sebagai pemediasi. Teknik pengumpulan data melalui penyebaran kuesioner dengan google form. Responden dalam penelitian ini berjumlah 340 orang pengguna e-commerce. Analisis data dilakukan dengan menggunakan SEM-PLS. Hasil penelitian ini menunjukkan bahwa konsumen e-commerce di Indonesia lebih dominan melakukan pembelian karena disebabkan oleh sikap dan pengalaman yang mereka rasakan dalam dunia digital. Online review dan kemudahan bahkan tidak menjadi pertimbangan mereka dalam melakukan pembelian. Hal ini dapat menjadi informasi mengenai perilaku konsumen yang cenderung lebih mengedepankan keinginan untuk mencoba sebuah produk dibandingkan ulasan yang diberikan orang lain terhadap produk tersebut. Hasil penelitian ini dapat berkontribusi terhadap pengembangan ilmu pemasaran digital khususnya pada pelaku bisnis online dalam upaya menarik penjualan secara maksimal.


Kata Kunci


online review; subjective norms; perceived ease of use; customer online experience; consumer attitude; e-trust; buying intention

Teks Lengkap:

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Referensi


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DOI: https://doi.org/10.24198/adbispreneur.v8i1.42739

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