Pengaruh Penggunaan Key Opinion Leader Dan Online Customer Review Terhadap Purchase Decision Melalui Consumer Trust Sebagai Variabel Intervening - Febiana, Annisa Zachra (Fakultas Ekonomi dan Bisnis Universitas Brawijaya, 2024)
Despite the fact that Lazada is one of the largest e-commerce business, the number of its visitors decreases every year. This phenomenon is related with the drop of its customers’ response to the company in making purchases. The objective of this research is to identify the effects of the use of key opinion leader and online customer review on the increase of purchase decision through customer trust. The sample of this explanatory research was selected using non- probability sampling method and purposive sampling technique. Using the criteria of Indonesians with the minimum age of eighteen years who have made any purchase through Lazada and have seen key opinion leader promotional contents about products sold in Lazada, 140 people were selected as the respondents. The data was analyzed using Structural Equation Modeling (SEM-PLS) in SmartPLS 3.0. The results of the testing on the seven hypotheses indicate (1) that key opinion leader positively influences the purchase decision, (2) that online customer review positively affects the purchase decision, (3) that key opinion leader positively impacts the consumer trust, (4) that online customer review positively influences the consumer trust, and (5) that consumer trust positively affects the purchase decision. Therefore, this research concludes that key opinion leader and online customer review are able to improve purchase decision with the mediation of consumer trust. Abstrak Lazada sebagai e-commerce terbesar mengalami penurunan jumlah pengunjung setiap tahunnya. Fenomena ini berkaitan dengan menurunnya respon konsumen terhadap perusahaan untuk melakukan pembelian menurun. Penelitian ini bertujuan untuk mengetahui pengaruh penggunaan key opinion leader, online customer review dalam meningkatkan purchase decision melalui consumer trust. Penelitian ini menggunakan jenis penelitian eksplanatori dan dengan teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan metode purposive sampling. Ukuran sampel yang digunakan adalah 140 responden dengan kriteria berusia diatas 18 tahun, warga negara Indonesia, pernah berbelanja di Lazada, dan pernah melihat promosi atau konten key opinion leader mengenai produk pada Lazada. Dalam menganalisis data, digunakan metode Structural Equation Model (SEM-PLS) dan dengan menggunakan software SmartPLS 3.0. Hasil dari pengujian terhadap ketujuh hipotesis dapat disimpulkan bahwa variabel key opinion leader memiliki pengaruh positif terhadap variabel purchase decision, variabel online customer review memiliki pengaruh positif terhadap variabel purchase decision, variabel key opinion leader memiliki pengaruh positif terhadap variabel consumer trust, variabel online customer review berpengaruh positif terhadap variabel consumer trust, variabel consumer trust berpengaruh positif terhadap variabel purchase decision. Dalam penelitian ini dapat disimpulkan juga bahwa variabel key opinion leader dan variabel online customer review mampu meningkatkan purchase decision yang dimediasi oleh variabel consumer trust.