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All Journal Jurnal Ekonomi Pembangunan: Kajian Masalah Ekonomi dan Pembangunan Jurnal Sistem Informasi, Manajemen, dan Akuntansi (SIMAK) Revitalisasi : Jurnal Ilmu Manajemen JWM (JURNAL WAWASAN MANAJEMEN) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) The Manager Reveiew
seprianti eka putri
Fakultas Ekonomi Universitas Bengkulu
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics Social Sciences

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Journal : the manager reveiew

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Effect Of Viral Marketing And Brand Awareness On Purchase Intention With Customer Trust As A Mediation Variable in Tik Tok Shop User Salim, Muhartini; Putri, Seprianti Eka
The Manager Review Vol. 6 No. 1 (2024)
Publisher : UNIB Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33369/tmr.v6i1.33525

Abstract

This research aims to analyze the effect of viral marketing on purchase intention, brand awareness influences purchase intention, customer trust mediates the influence of viral marketing on purchase intention and customer trust mediates the influence of brand awareness on purchase intention. The sampling technique uses purposive sampling. Data was obtained by distributing online questionnaires related to viral marketing, brand awareness, purchase intention, and customer trust to 110 respondents. The sampling technique is purposive sampling and the analysis method is Partial Least Square using the Smart PLS application. The research results show that viral marketing does not affect purchase intention, brand awareness affects purchase intention, customer trust does not mediate the effect of viral marketing on purchase intention and customer trust mediates the effect of brand awareness on purchase intention.
Influence of Trust, Risk Perception, and E-Service Quality on E-Commerce Consumer Purchase Intentions in Indonesia Agustintia, Dwinda; Hayu, Rina Suthia; Putri, Seprianti Eka
The Manager Review Vol. 8 No. 1 (2026)
Publisher : UNIB Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33369/tmr.v8i1.25832

Abstract

The purpose of this study is to find out empirically the effect of trust, perceived risk and e-service quality on intention to purchase of online shop’s customers in Indonesia. This research is a type of descriptive research with a quantitative approach. The type of data used is primary data obtained through the distribution of questionnaires. Respondents of this study were online consumers in Indonesia which were taken by accidental sampling technique as many as 333 peoples. The data analysis method used descriptive analysis and partial least square (PLS) analysis. Based on field research, the results obtained are: (1) Trust has a positive and significant effect on intention to purchase of online shop consumer; (2) Perceived risk has a positive and significant effect on intention to purchase of online shop consumer; and (3) E-service quality has a positive and significant effect on intention to purchase of online shop consumer. The implications of the research are the importance of trust aspects, risk perception and quality of electronic services to online transactions. It is expected that e-commerce vendors can provide a comprehensive guarantee that sellers who join their vendors can be trusted, transactions made safe and comfortable and services provided quality.
Co-Authors A. Muluk Alains, A. Muluk Agustintia, Dwinda Fernando, Ronal Hayadi, Ilsya Jayadi, Peri Lody, Muhammad Afif Muhartini Salim Prillia Haliawan Haliawan Rina Suthia Hayu Rizqullah, Muhamad