Laporkan Masalah

Niat Membeli dan electronic word-of-mouth (e-WOM) di Situs Jejaring Sosial: Pengujian terhadap Kualitas Situs Web, Keamanan Bertransaksi, Reputasi Persepsian, Norma Subyektif, dan Kepercayaan

CAMELIA LUSANDRI NUMBERI, Dr. Sony Warsono, MAFIS.

2015 | Tesis | S2 Ilmu Akuntansi

Penelitian ini dilatarbelakangi oleh timbulnya fenomena dari komunitaskomunitas online yang menjadi tempat yang popular untuk pengguna online mencari dan mengumpulkan informasi mengenai pengalaman-pengalaman berbelanja online baik melalui online shop ataupun dari situs jejaring sosial yang bertujuan untuk mengurangi resiko bertransaksi mereka. Tujuan dari penelitian ini adalah untuk menunjukkan bukti empiris mengenai pengaruh kualitas website, keamanan bertransaksi, dan norma subyektif terhadap niat berbelanja dan perilaku electronic word-of-mouth dengan dimediasi oleh kepercayaan dan reputasi persepsian di situs jejaring sosial. Dari survey online yang dilakukan, kami memperoleh data sebanyak 441 responden pengguna akun facebook di Indonesia, yang kemudian diolah menggunakan Structural Equation Model (SEM) dengan bantuan aplikasi AMOS 22. Hasil uji statistik menunjukkan bahwa 11 hipotesis yang diajukan terdapat empat hipotesis yang tidak terdukung, yaitu pengaruh kualitas sistem terhadap reputasi persepsian, kualitas informasi terhadap kepercayaan, kualitas sistem terhadap kepercayaan dan reputasi persepsian terhadap niat berbelanja. Secara umum, penelitian ini memprediksi perilaku konsumen online di situs jejaring sosial menyangkut aktivitas mereka berbelanja online, terutama mengenai niat berbelanja dan electronic word-of-mouth. Untuk simpulan serta temuan dari penelitian, jelaslah bahwa konsumen online di situs jejaring sosial cenderung memiliki kepercayaan atas keamanan bertransaksi di situs jejaring sosial dan memberikan dukungan bagi penelitian terdahulu yang dilakukan oleh Kim dan Park (2013). Kata kunci : Social Commerce (S-commerce), Theory of Reasoned Action (TRA), Kualitas Informasi, Kualitas Sistem, Keamanan Bertransaksi, Reputasi Persepsian, Kepercayaan, Norma Subyektif, Niat Berbelanja, electronic word-ofmouth (eWOM), Structural Equation Model (SEM).

This research is supported by the emergence of the phenomenon of online communities that become a popular online place for users to search for and gather information about online shopping experiences through online shop or social networking site that aimed to reduce the risk of their transaction. The purpose of this research is to show empirical evidence about the influence of the quality of website, transaction safety, and subjective norm toward purchase intention and electronic word of mouth behavior with mediated of trust and perceived reputation in social networking site. From online survey that conducted we obtain 441 respondents of Facebook users account in Indonesia, and then processed using structural equation modeling (SEM) with the help of the application of Amos 22. Statistical analysis showed that 11 hypothesis that proposed existed four hypothesis unsupported, that is influence of the system quality to perceived reputation, the information quality to trust, the system quality to trust and the perceived reputation to shopping intention. In generally, this research is predicted online consumers behavior in the social networking site with regard to their activities to shopping online, especially about shopping intention and electronic word-of-mouth. For conclusions and finding of this research, it is clear that online consumers in social networking site is tending to have trust on transaction safety in social networking site and give support for previous research conducted by Kim and Park (2013). Keywords: Social Commerce (S-commerce), Theory of Reasoned Action (TRA), Information Quality, System Quality, Transaction Safety, Perceived Reputation, Trust, Subjective Norms, Shopping Intention, electronic Word-of-Mouth (eWOM), Structural Equation Modeling (SEM).

Kata Kunci : Social Commerce (S-commerce), Theory of Reasoned Action (TRA), Kualitas Informasi, Kualitas Sistem, Keamanan Bertransaksi, Reputasi Persepsian, Kepercayaan, Norma Subyektif, Niat Berbelanja, electronic word-ofmouth (eWOM), Structural Equation Model (SEM)


    Tidak tersedia file untuk ditampilkan ke publik.