Meningkatkan Kepercayaan Konsumen Online melalui Peran Brand awareness, Persepsi Privacy, dan Persepsi Keamanan dengan Kepuasan sebagai Variabel Mediasi
DOI:
https://doi.org/10.30872/jinv.v20i2.1779Keywords:
Brand Awareness, Persepsi Privacy, Persepsi Keamanan, Kepuasan, KepercayaanAbstract
Penelitian ini bertujuan untuk mengevaluasi dampak brand awareness, persepsi privacy, dan persepsi keamanan terhadap kepercayaan konsumen online, dengan kepuasan sebagai variabel mediasi. Metode yang digunakan adalah penelitian kuantitatif dengan pendekatan survei. Populasi penelitian melibatkan konsumen online di media sosial Instagram di Tarakan. Pengambilan sampel dilakukan secara purposive dengan melibatkan 190 responden. Pengumpulan data dilakukan melalui kuesioner online yang telah diverifikasi validitas dan reliabilitasnya. Analisis data menggunakan teknik analisis jalur (path) dengan regresi sederhana dan uji sobel. Temuan penelitian menunjukkan bahwa: (1) Persepsi keamanan, persepsi privacy, dan brand awareness mammallike pengaruh positif dan signifikan terhadap kepuasan konsumen. (2) Kepuasan memiliki pengaruh positif dan signifikan terhadap kepercayaan konsumen. (3) Persepsi keamanan, persepsi privacy, dan brand awareness juga berpengaruh positif dan signifikan terhadap kepercayaan konsumen. (4) Pengaruh positif dan signifikan persepsi keamanan, persepsi privacy, dan brand awareness terhadap kepercayaan konsumen online ditemukan, dengan kepuasan sebagai variabel mediasi.
References
Aaker, Daud.,& Erich.(2002).Brand Leadership. New York : The Free Press.
APJII, A.P.(2012). Diakses di https://apjii.or.id/survei. Diambil pada 4 Juni 2017 pukul 14.36 WIB
Armesh, H., H. Salarzehi, NM. Yaghoobi,
A. Heydari and D. Nikbin.(2010). The Effects of Security and Privacy Information on Trust and Trustworthiness and Loyalty in Online Marketing in Malaysia. International Journal of Marketing Studies.
Apriadi, D., & Lestari, F. (2023, August). Exploring the Impact of Tourist Facilities on Consumer Satisfaction at Pantai Pinus, Tarakan City: A Case Study on Attractions, Amenities, Accessibilities, and Infrastructure. In Proceeding Of The Borneo International Conference Of Management, Accounting And Economy (Vol. 1, No. 1, pp. 987-1000).
Chung, KH. and JI. Shin.(2009). The Relationship Between Site Characteristics, Relationship Quality, and Word of Mouth. International Journal of Business and Information. Chung, KH. and JI. Shin.(2010). The Antecedents and Consequents of Relationship Quality in Internet Shopping. Asia Pacific Journal of Marketing and Logistics.
Durianto Dumadi, Sugiyono, dan Le Joko Budiman.(2004).Brand Equity Ten. Jakarta: Gramedia Pustaka Utama.
Effenndi, S dan Tukiran.(2014). Metode Penelitian Survei. Jakarta:LP3ES.
Eid, MI.(2011). Determinants of E- commerce Customer Satisfaction, Trust, and Loyalty in Saudi Arabia. Journal of Electronic Commerce Research.
Flavia’n, C. and M. Guinali’u.(2006). Consumer Trust, Perceived Security and Privacy Policy Three Basic Elements of Loyalty to a Web Site. Industrial Management & Data Systems. 106 (5).601-620.
Garry, Amstrong., dan Kloter, Philip.(2008). Marketing An Intoduction (Eight Edition) Jilid 2. Terjemahan oleh Damos Sihombing, PT.Erlangga, Jakarta.
Apriadi, D., & Lestari, F. (2023, August). Exploring the Impact of Tourist Facilities on Consumer Satisfaction at Pantai Pinus, Tarakan City: A Case Study on Attractions, Amenities, Accessibilities, and Infrastructure. In Proceeding Of The Borneo International Conference Of Management, Accounting And Economy (Vol. 1, No. 1, pp. 987-1000).
Gurung, Anli.(2006).Empirical Investigation of the Relationship of Privacy Socurity,and Trust with Behavioral Intention toTransact in E-Commerce.The University of Texas at Arlingo.
Hariyanto,Bambang.(2009).Sistem Operasi.Bandung:Informatika.
Jin, B. and JY. Park.(2006). The Moderating Effect of Online Purchase Experience on the Evaluation of Online Store Attributes and the Subsequent Impact on Market Response Outcomes. Advances in Consumer Research. 33. 203-211.
Kassim, N.M dan Abdullah, N.(2010).The Effect Of Perceived Service QualityDimensions on CustomerSatisfaction, Trust and Loyalty in E-commerce Setting: A Cross Cultural Analysis. Asia Pacific Journal of Marketing and Logistics.
Kinasih, Bondan Satrio.(2012). Pengaruh Persepsi Keamanandan Privasi Terhadap Kepuasa dan Kepercayaan Konsumen Online. Jurnal Manajemen. Vol.16,No.1, Januari 2012: 25-38.
Kotler, Philip dan Gary Armstrong.(2008). Prinsip-prinsip Pemasaran, Jilid 1 Edisi Kedua Belas. Jakarta : Erlangga
Nazar, Rafki dan Syahran.(2008).Pegaruh privasi, Keamanan, Kepercayaan dan Pengalaman terhadap Niat untuk bertransaksi secara online.SNA.XI.
Roca, JC., JJ. Garci’a and JJ. de la Vega.(2009).The Importance of Perceived Trust, Security and Privacy in Online Trading Systems. Information Management & Computer Security. 17 (2). 96-113.
Shalahuddin, S. (2021). Investigasi dampak gaya kepemimpinan terhadap kinerja pegawai di lingkungan dinas pemadam kebakaran. In FORUM EKONOMI (Vol. 23, No. 3, pp. 625-632).
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Dodi Apriadi, Nizhamuddin AB, Rahmi Nur Islami, Shalahuddin Shalahuddin, Yessi Putri Wijayanti
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
