Pengaruh Electronic Word of Mouth dan Electronic Trust terhadap Purchase Intention Lazada pada Mahasiswa Stkip Budidaya Binjai

Abstract

Penelitian ini bertujuan untuk mengetahui “Pengaruh Electronic Word Of Mouth Dan Electronic Trust Terhadap Purchase Intention Lazada Pada Mahasiswa STKIP Budidaya Binjai”. Yang mana Electronic Word Of Mouth diartikan sebagai pernyataan pelanggan mengenai sebuah perusahaan atau produk yang disajikan melalui media internet. Electronic Trust merupakan kepercayaan konsumen online tentang pembelian produk melalui media daring. Penelitian ini menggunakan jenis penelitian asosiatif. Populasi dalam penelitian ini merupakan mahasiswa STKIP Budidaya Binjai stambuk 2021 dengan total sampel yang digunakan sebanyak 90 responden dengan teknik random sampling menggunakan sampel jenuh dengan pendekatan purposive sampling dan kriteria pengguna merupakan mahasiswa STKIP Budidaya Binjai yang menggunakan lazadda minimal 3 kali transaksi. Pengumpulan data dilakukan dengan penyebarankuisioner melalui Google Form. Berdasarkan hasil Uji T didapati bahwa Electronic Word Of Mouth berpengaruh positif dan signifikan terhadap Purchase Intention. Pada pengujian X2 (Electronic Trust) didapati bahwa Electronic Trust berpengaruh positif dan signifikan terhadap Purchase Intention. Berdasarkan hasil Uji F didapati bahwa Electronic Word Of Mouth dan Electronic Trust berpengaruh secara bersamasama (simultan) terhadap Purchase Intention. Pada Uji Koefisien Determinasi (R2) terlihat bahwa nilai Adjusted R Square yang diperoleh yaitu sebesar 0,606 (60,6%). Hal tersebut menunjukkan bahwa variabel independen memiliki kemampuan yang kuat (0,60-0,799) dalam menjelaskan variasi pada variabel dependen (Purchase Intention) pada penelitian ini. Sisanya 39,4% yang akan terpengaruhi oleh faktor-faktor lainnya yang tidak dapat dijelaskan pada penelitian ini. This study aims to determine "The Effect of Electronic Word of Mouth and Electronic Trust on Lazada's Purchase Intention of STKIP Cultivation Binjai Students". Which Electronic Word Of Mouth is interpreted as a customer statement about a company or product that is presented through internet media. Electronic Trust is online consumer trust regarding product purchases through online media. This research uses the type of associative research. The population in this study were students of STKIP Cultivation Binjai Stambuk 2021 with a total sample used of 90 respondents using a random sampling technique using a saturated sample with a purposive sampling approach and the user criteria were STKIP Cultivation Binjai students who used Lazada at least 3 transactions. Data collection was carried out by distributing questionnaires via Google Form. Based on the results of the T test, it was found that Electronic Word of Mouth had a positive and significant effect on Purchase Intention. In testing X2 (Electronic Trust) it was found that Electronic Trust had a positive and significant effect on Purchase Intention. Based on the results of the F Test, it was found that Electronic Word Of Mouth and Electronic Trust had a simultaneous effect on Purchase Intention. In the Coefficient of Determination Test (R2) it can be seen that the Adjusted R Square value obtained is 0.606 (60.6%). This shows that the independent variable has a strong ability (0.60-0.799) in explaining variations in the dependent variable (Purchase Intention) in this study. The remaining 39.4% will be influenced by other factors which cannot be explained in this study.