Pengaruh Structural Assurance dan Perceived Reputation Terhadap Purchase Intention Melalui Trust Pada Konsumen Tokopedia

Abstract

The aims of this study is to measure the effects of structural assurance and perceived reputation to purchase intention through trust. The population of this research is consumers of Tokopedia in Faculty of Social and Political Science of Diponegoro University, while the sample is 100 consumers of Tokopedia with some certain prerequirements.The data was analyzed using two-step analysis with SPSS 17.0 for windows where previously tested the validity test, reliability test, coefficient of correlation, coefficient of determination, and test of significance (t-test and f-test). The result of this study is showing that structural assurance and perceived reputation has positive impact toward trust, the biggest impact is own by perceived reputation. Based on the result of two step analysis, trust is an intervening variable toward purchase intention in this study. Some recommendations are added based on those results. It is recommended that Tokopedia should improve the ability to solve hacking, provide guaranteed data information so that visitors' responses to structural assurance are safe, besides that it needs to focus on customer satisfaction, provide high service and increase credibility so consumers arise trust and increase purchase intention to Tokopedia.

Tujuan dilakukanya penelitian ini adalah untuk mengetahui pengaruh antara structural assurance dan perceived reputation terhadap purchase intention melalui trust. Populasinya adalah seluruh konsumen Tokopedia di Fakultas Ilmu Sosial dan Ilmu Politik di Universitas Diponegoro, sedangkan sampelnya adalah 100 konsumen Tokopedia dengan kriteria tertentu. Analisis yang digunakan dalam penelitian ini adalah analisis dua tahap menggunakan software SPSS for Windows, di mana sebelumnya dilakukan uji validitas, uji reliabilitas, uji koefisien korelasi, koefisien determinasi, analisis regresi sederhana dan berganda, dan uji signifikansi (uji t dan uji F). Hasil penelitian ini menunjukan bahwa structural assurance dan perceived reputation berpengaruh secara parsial dan simultan terhadap trust, dimana ketika bersama-sama perceived reputation memiliki pengaruh yang paling besar terhadap trust. Berdasarkan hasil analisis dua tahap trust merupakan variabel intervening terhadap purchase intention dalam penelitian ini. Berdasarkan hasil tersebut maka disarankan supaya Tokopedia dapat meningkatkan kemampuan dalam memecahkan masalah hackers, menyediakan jaminan informasi data sehingga tanggapan pengunjung mengenai structural assurance aman, selain itu perlu memfokuskan terhadap kepuasan konsumen, memberikan pelayanan yang tinggi dan meningkatkan kredibilitas yang dimiliki sehingga konsumen timbul trust dan berminat untuk membeli di Tokopedia.