Dampak Portal Affiliation Dan Peer Customer Endorsement Terhadap trusting Beliefs Pada Online Shopping Di Indonesia Dengan Gender Sebagai Variabel Pemoderasi
MARYANA, FERRA (Pembimbing: Sony Warsono, Dr., MAFIS., Ak.), Sony Warsono, Dr., MAFIS., Ak.
Penelitian ini bertujuan untuk menyediakan bukti empiris mengenai (1) dampak positif portal affiliation dan peer customer endorsement terhadap trusting beliefs dalam kultur collectivism; (2) pengaruh gender terhadap dampak positif portal affiliation dan peer customer endorsement terhadap trusting beliefs.
Portal affiliation diukur dengan reputasi portal dan ada atau tidaknya logo portal dicantumkan oleh online shopping. Peer customer endorsement diukur dengan ada tidaknya pernyataan kepuasan pelanggan dan apakah pelanggan puas atau tidak Sementara trusting beliefs diukur dengan kepercayaan bahwa online shopping menjaga janji dan komitmennya menjaga ketertarikan pelanggan (dapat dipercaya, serta tidak akan melakukan tindakan apapun untuk mengambil keuntungan dari pelanggannya
Hasil penelitian ini menunjukkan peer customer endorsement dan portal affiliation berdampak positif terhadap trusting beliefs. Akan tetapi dalam penelitian ini membuktikan bahwa pada kultur collectivism dampak positif portal affiliation terhadap trusting beliefs lebih besar daripada dampak peer customer endorsement terhadap trusting beliefs.
This study is aimed to obtain empirical evidence of (1) the positive impact of portal affiliation and peer customer endorsement on trusting beliefs in collectivism culture; and (2) the effect of gender on the positive impact of portal affiliation and peer customer endorsement on trusting beliefs.
Portal affiliation is measured with portal reputation and there are or not portal logo in online shopping. Peer customer endorsement is measured by are there peer customer endorsement and do customers satisfy or not. Meanwhile trusting beliefs is measured with does online shopping keeps its promises and commitments, online shopping keeps customersÂ’ best interests in mind, online shopping is trustworthy, and online shopping will not do anything to take advantage of its customers.
The result of this study found that peer customer endorsement and portal affiliation have positive impact on trusting beliefs. Women have bigger effect on the positive impact of peer customer endorsement on trusting beliefs than men. Meanwhile men have bigger effect on the positive impact of portal affiliation on trusting beliefs than women. But in this study, in collectivism culture, the positive impact of portal affiliation is bigger than peer customer endorsement on trusting beliefs.
Kata Kunci : portal affiliation, peer customer endorsement, trusting beliefs, online shopping, collectivism
