Pengaruh Perceived Usefulness Of Reviews, Trust, Dan Perceived Risk Terhadap Minat Beli Mahasiswa Kota Bandung Pada Social Commerce Tiktok Shop
Abstract
Social commerce merupakan fenomena baru jual beli secara online dengan menggunakan media sosial. TikTok Shop merupakan media sosial yang dirilis di Indonesia tahun 2017, namun mampu menarik minat konsumen dengan menjadi social commerce yang sering digunakan untuk berbelanja online. Tentunya, ada beberapa faktor yang mempengaruhi tingginya minat belanja konsumen pada platform TikTok. Diantaranya adalah manfaat review online terkait produk kemudian variabel trust dan perceived risk. Penelitian ini bermaksud untuk mengetahui seberapa besar pengaruh perceived usefulness of online review, trust, dan perceived risk terhadap purchase intention di TikTok Shop pada mahasiswa Kota Bandung. Metode penelitian yang digunakan yaitu, metode kuantitatif menggunakan teknik analisis data SEM-PLS dengan bantuan aplikasi SmartPLS 4.0 untuk menguji data yang diperoleh dari penyebaran kuisioner kepada 385 responden. Hasil penelitian menunjukan bahwa perceived usefulness of online review, trust, dan perceived risk memberikan pengaruh secara signifikan terhadap purchase intention dengan nilai pengaruh sebesar 62,3%. Temuan lain pada penelitian ini menunjukkan bahwa perceived usefulness of online review berpengaruh positif dan signifikan terhadap trust sedangkan trust berpengaruh negatif signifikan terhadap perceived risk. Hasil penelitian diharapkan dapat menjadi bahan evaluasi bagi perusahaan dan pelaku usaha mengenai faktor mengenai pembelian agar dapat meningkatkan minat beli konsumen pada platform social commerce khususnya TikTok Shop.
Kata Kunci-perceived usefulness of online review, trust, perceived risk, purchase intention.
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