PERAN TRUST MEMEDIASI PENGARUH SHOPPING EXPERIENCE TERHADAP POSITIVE WORD OF MOUTH (Studi pada Pengguna Shopee Mobile Shopping di Kota Denpasar)
| Main Authors: | Agustin, Kadek Sri, Warmika, I Gede Ketut |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2019
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| Online Access: |
https://ojs.unud.ac.id/index.php/Manajemen/article/view/47303 https://ojs.unud.ac.id/index.php/Manajemen/article/view/47303/31168 |
Daftar Isi:
- Penelitian ini bertujuan untuk menguji pengaruh shopping experience terhadap positive word of mouth melalui trust. Sampel pada penelitian ini ditentukan menggunakan metode purposive sampling. Penelitian ini mengambil 100 sampel pengguna Shopee Mobile Shopping yang memiliki beberapa kriteria yaitu berdomisili di Kota Denpasar, pendidikan terakhir SMA/SMK sederajat, dan pernah menggunakan Shopee Mobile Shopping sebagai sarana berbelanja minimal tiga bulan terakhir. Data penelitian dikumpulkan melalui penyebaran kuesioner. Teknik analisis data yang digunakan dalam penelitian ini adalah path analysis. Berdasarkan hasil analisis data ditemukan bahwa variabel shopping experience berpengaruh positif dan signifikan terhadap trust pada pengguna Shopee Mobile Shopping, variabel shopping experience berpengaruh positif dan signifikan teradap positive word of mouth pada pengguna Shopee Mobile Shopping, serta variabel trust berpengaruh positif dan signifikan terhadap positive word of mouth pada pengguna Shopee Mobile Shopping di Kota Denpasar. Kata Kunci: shopping experience; trust; positive word of mouth
- This study purpose is to examine the effect of shopping experience on positive word of mouth through trust. The sample in this study was determined by using purposive sampling method. This study took 100 samples of Shopee Mobile Shopping users who have several criteria there are residing in Denpasar City, the last education of SMA / SMK equivalent, and have used Shopee Mobile Shopping as shopping media the last three months. The research data was collected through questionnaires distribution. The data analysis technique that used in this study is path analysis. Based on the data analysis result, found that shopping experience variables had a positive and significant effect on trust in Shopee Mobile Shopping users, shopping experience variables had a positive and significant effect on positive word of mouth in Shopee Mobile Shopping users, and trust variables had a positive and significant effect on positive word of mouth in Shopee Mobile Shopping users in Denpasar City. Keywords: shopping experience; trust; positive word of mouth