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PENGARUH KUALITAS WEBSITE DAN KUALITAS PELAYANAN TERHADAP MINAT BELI PELANGGAN DI SITUS BELANJA ONLINE TOKOPEDIA.COM DENGAN KEPERCAYAAN PELANGGAN SEBAGAI VARIABEL
Dewasa ini e-commerce menjadi salah satu cara untuk memasarkan produk atau jasa perusahaan. Salah satu cara untuk sukses dalam meningkatkan minat beli dalam perdagangan digital, pihak perusahaan harus mampu membangun kepercayaan melalui penciptaan website yang berkualitas serta kualitas layanan yang baik. Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh kualitas website dan kualitas layanan terhadap kepercayaan serta minat beli. Penelitian dilakukan pada 200 orang yang pernah melakukan pembelian ulang di bisnis online Tokopedia.Com minimal sebanyak 3 kali dalam 1 tahun terakhir. Metode analisis data yang digunakan adalah analisis Structural Equation Modelling.
Hasil penelitian memberikan informasi bahwa: 1) Kualitas website dan kualitas layanan memiliki pengaruh yang positif dan signifikan terhadap kepercayaan pelanggan. 2) Kualitas website, kualitas layanan, dan kepercayaan pelanggan memiliki pengaruh yang positif dan signifikan terhadap minat beli. 3) Kepercayaan memediasi pengaruh kualitas website dan kualitas layanan terhadap minat beli.
Kata kunci: kualitas website, kualitas layanan, kepercayaan, dan minat beli
Nowadays e-commerce is one way to market a company's products or services. One way to succeed in increasing buying interest in digital trading, the company must be able to build trust through the creation of quality websites and good quality services. This research was conducted with the aim to determine the effect of website quality and service quality on trust and buying interest. The study was conducted on 200 people who have made repeat purchases in the online business Tokopedia.Com at least 3 times in the last 1 year. The data analysis method used is Structural Equation Modeling analysis.
The results of the study provide information that: 1) Website quality and service quality have a positive and significant impact on customer trust. 2) Website quality, service quality, and customer trust have a positive and significant influence on buying interest. 3) Trust mediates the influence of website quality and service quality on buying interest.
Keywords: website quality, service quality, trust, and buying intention
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