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All Journal Jurnal Locus Penelitian dan Pengabdian Eduvest - Journal of Universal Studies
Dedi Iskamto
Telkom University, Indonesia
Aerospace Engineering Automotive Engineering Computer Science & IT Decision Sciences, Operations Research & Management Electrical & Electronics Engineering Health Professions Mathematics Neuroscience Social Sciences

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Pengaruh Strategi Daring dan Kualitas Online terhadap Niat Membeli AMDK di Kota Bandung: Peran Mediasi Persepsi Risiko dalam Kerangka Teori Perilaku Terencana Muhammad Fadhel Parmato Radhi; Dedi Iskamto
Jurnal Locus Penelitian dan Pengabdian Vol. 5 No. 5 (2026): JURNAL LOCUS: Penelitian dan Pengabdian
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/locus.v5i5.5501

Abstract

Transformasi digital di Indonesia telah mengubah pola konsumsi, termasuk pembelian air minum dalam kemasan (AMDK) melalui platform daring. Pertumbuhan e-commerce dan perubahan perilaku pasca-pandemi membuka peluang pemasaran baru, namun juga meningkatkan persepsi risiko lingkungan. Oleh karena itu, pemahaman terhadap risiko lingkungan menjadi penting untuk membangun kepercayaan dan mendorong keputusan pembelian yang berkelanjutan. Penelitian ini bertujuan menganalisis faktor-faktor yang memengaruhi niat pembelian AMDK secara daring dengan mengintegrasikan Theory of Planned Behavior (TPB) dan persepsi risiko lingkungan. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dan eksplanatori dengan pengumpulan data melalui survei kuesioner tertutup terhadap 385 responden di Kota Bandung menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) berbantuan SEM-PLS. Hasil penelitian menunjukkan bahwa persepsi risiko pencemaran air (WPRP) dan risiko informasi palsu (FIRP) tidak berpengaruh signifikan terhadap persepsi risiko, sikap, norma subjektif, maupun perceived behavioral control (PBC). Sebaliknya, persepsi risiko pencemaran kemasan tak terurai (NPPRP) berpengaruh signifikan terhadap sikap, norma subjektif, dan PBC, sehingga menjadi faktor yang lebih dominan dalam membentuk evaluasi dan tekanan sosial konsumen. Kualitas online hanya memengaruhi persepsi risiko. Sikap, norma subjektif, dan PBC terbukti sebagai prediktor utama niat membeli, sementara NPPRP memengaruhi niat melalui sikap dan norma subjektif.
The Influence of Social Media Marketing Features on Purchase Decisions Riverside Forest Football Club Football Club's Jersey: Brand Trust As A Mediator Fahmi Zain Idris; Dedi Iskamto
Eduvest - Journal of Universal Studies Vol. 5 No. 6 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i6.51362

Abstract

In analyzing the factors of consumer purchasing decisions through social media marketing, companies need to pay attention to the features in social media marketing that influence consumer purchasing decisions. This study aims to analyze the effect of features in social media marketing, namely: interactivity, informativeness, entertainment, and perceived relevance on purchasing decisions for Riverside Forest Football Club Jersey through brand trust as a mediator variable. This research uses quantitative methods. Data collection techniques are conducted through questionnaires distributed to supporters who have bought Riverside Forest Football Club Jerseys and follow their social media. This study uses a non-probability sampling method of purposive sampling with the Cochran formula for sample selection. Hypothesis testing is then conducted using the PLS-SEM (Partial Least Squares Structural Equation Modeling) approach. The data analysis techniques used are descriptive analysis and Partial Least Square (PLS) analysis. Theoretically, this study advances the current literature by exploring the mediating effect of brand trust among the four features of social media marketing and purchase decisions.
Co-Authors Fahmi Zain Idris Muhammad Fadhel Parmato Radhi