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Chandra, Marcella Nasya
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Economics, Econometrics & Finance Social Sciences

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Pengaruh Customer Review dan Brand Trust terhadap Purchase Intention Nature Republic E-Commerce Sociolla Chandra, Marcella Nasya; Ekawati, Sanny
Jurnal Manajerial Dan Kewirausahaan Vol. 6 No. 4 (2024): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v6i4.32743

Abstract

Penelitian ini bertujuan untuk menguji pengaruh ulasan pelanggan online dan kepercayaan merek terhadap minat pembelian produk Nature Republic di e-commerce Sociolla. Ukuran sampel berjumlah 178 konsumen produk Nature Republic di Jakarta. Metode pengambilan sampel yang digunakan adalah non-­probability sampling dengan teknik purposive sampling dan instrumen penelitian yang digunakan kuesioner yang kemudian diolah menggunakan SEM-PLS. Temuan penelitian ini menunjukkan bahwa ulasan pelanggan online tidak memiliki pengaruh yang signifikan terhadap minat pembelian, sedangkan kepercayaan merek berpengaruh positif signifikan terhadap minat pembelian. This study aimed to examine the effect of online customer reviews and brand trust on the purchase intention of Nature Republic products in Sociolla e-commerce. The sample size was 178 consumers of Nature Republic products in Jakarta. The sampling method used is non-probability sampling with purposive sampling techniques and research instruments used questionnaires which are then processed using SEM-PLS. The findings of this study indicate that online customer reviews do not have a significant effect on purchase intention, whereas brand trust have a significant positive effect on purchase intention.
Co-Authors Ekawati, Sanny