PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP NIAT MEMBELI DENGAN KEPERCAYAAN SEBAGAI INTERVENING PADA E-COMMERCE

Tujuan dari penelitian ini adalah untuk mengetahui adanya pengaruh electronic word of mouth (eWOM) dan kepercayaan (trust) terhadap niat membeli (purchase intention) pada e-commerce Shopee di wilayah Jabodetabek. Penelitian dilakukan pada bulan Januani sampai Juli 2021. Desain penelitian yang digunakan adalah deskriptif dan kausal. Metode pengumpulan data menggunakan metode survei berupa kuesioner daring dengan teknik purposive sampling. Objek penelitian ini yaitu masyarakat Jabodetabek yang pernah mengakses e-commerce Shopee dalam enam bulan terakhir. Jumlah sampel yang digunakan adalah 200 responden. Pilot study dilakukan pada 30 responden. Analisis data menggunakan SEM (Structural Equation Model ) pada software IBM SPSS Statistik versi 22 dan AMOS versi 21. Hasil penelitian menunjukkan, 1) electronic word of mouth berpengaruh positif dan signifikan terhadap trust, 2) electronic word of mouth berpengaruh positif dan signifikan terhadap purchase intention, 3) trust berpengaruh positif dan signifikan terhadap purchase intention, dan 4) electronic word of mouth berpengaruh positif dan signifikan terhadap purchase intention dengan trust sebagai intervening. Kata Kunci: electronic word of mouth, trust, purchase intention, e-commerce The purpose of this study was to determine the effect of electronic word of mouth (eWOM) and trust on purchase intentions at Shopee e-commerce in the Greater Jakarta area. The research was conducted from January to July 2021. The research design used is descriptive and causal. The data collection method used a survey method in the form of an online questionnaire with purposive sampling technique. The object of this research is Greater Jakarta area society who have accessed Shopee e-commerce in the last six months. The number of samples used is 200 respondents. The pilot study was conducted on 30 respondents. Data analysis using SEM (Structural Equation Model) on IBM SPSS Statistics software version 22 and AMOS version 21. The results showed, 1) electronic word of mouth had a positive and significant effect on trust, 2) electronic word of mouth had a positive and significant effect on purchase intention, 3) trust has a positive and significant effect on purchase intention, and 4) electronic word of mouth has a positive and significant effect on purchase intention with trust as an intervention. Keywords: electronic word of mouth, trust, purchase intention, e-commerc