Pengaruh e-WOM dan Kualitas Website terhadap Keputusan Pembelian dengan Kepercayaan sebagai Variabel Intervening pada E-Commerce Tokopedia
DOI:
https://doi.org/10.63822/1vxfy724Keywords:
electronic word of mouth, website quality, consumer trust, purchase decisionAbstract
Kemajuan teknologi digital telah secara fundamental mengubah pola perilaku konsumen dalam melakukan pembelian secara daring. Tokopedia, sebagai salah satu platform e-commerce terdepan di Indonesia, dihadapkan pada persoalan menurunnya kepercayaan pengguna, antara lain akibat meningkatnya penyebaran ulasan palsu. Penelitian ini bertujuan untuk mengevaluasi pengaruh electronic word of mouth (eWOM) dan kualitas website terhadap keputusan pembelian, dengan kepercayaan sebagai variabel intervening. Studi ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 100 responden yang telah melakukan pembelian melalui website Tokopedia. Analisis data dilakukan dengan pendekatan Structural Equation Modeling berbasis Partial Least Squares (PLS-SEM), menggunakan perangkat lunak SmartPLS 4. Temuan menunjukkan bahwa baik eWOM maupun kualitas website secara signifikan dan positif memengaruhi kepercayaan serta keputusan pembelian, baik secara langsung maupun melalui jalur tidak langsung. Peran mediasi kepercayaan dalam hubungan antara eWOM dan kualitas website terhadap keputusan pembelian turut diperkuat oleh hasil pengujian statistik. Implikasi dari penelitian ini mendukung validitas teori Stimulus Organism Response (SOR) dan trust transfer theory, yang menegaskan pentingnya kepercayaan digital dalam konteks perilaku konsumen daring. Oleh karena itu, penting bagi penyelenggara platform e-commerce untuk memperkuat elemen kualitas informasi, integritas sistem keamanan, dan keandalan mekanisme verifikasi ulasan sebagai strategi membangun kepercayaan dan mendorong keputusan pembelian pengguna.
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