Pengaruh Faktor-faktor Informasi pada Niat Beli Pelanggan dalam Sistem Rekomendasi Aplikasi e-commerce diBatam

Nielsen, William (2020) Pengaruh Faktor-faktor Informasi pada Niat Beli Pelanggan dalam Sistem Rekomendasi Aplikasi e-commerce diBatam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Penelitian ini bertujuan menganalisa faktor – faktor informasi yang mempengaruhi purchase intention dengan bantuan sistem rekomendasi. Faktor yang dianalisa diantaranya trust in recommendation, perceived value, dengan bantuan recommendation persuasiveness dan recommendation completeness. Model penelitian ini diawali dari variabel independen yaitu recommendation persuasiveness dan recommendation completeness; variabel dependen yaitu purchase intention; dan variabel intervening yaitu trust in recommendation dan perceived value. Objek penelitian ini adalah masyarakat batam yang memiliki pengalaman berbelanja sesuai dengan rekomendasi dalam aplikasi e-Commerce customer-to-customer (C2C). Teknik yang digunakan dalam penelitian ini adalah teknik purposive sampling dimana disebut sebagai teknik penentuan sampel dengan pemilihan sampel sesuai dengan objek yang akan diteliti dan tujuan penelitian. Data penelitian dianalisis menggunakan PLS (Partial Least Squares). Hasil dari penelitian ini menunjukkan bahwa variabel recommendation persuasiveness dan variabel recommendation completeness berpengaruh signifikan terhadap variabel trust-in-recommendation; variabel recommendation persuasiveness dan variabel recommendation completeness berpengaruh signifikan terhadap variabel perceived value; variabel trust in recommendation berpengaruh signifikan terhadap variabel purchase intention; dan variabel perceived value berpengaruh signifikan terhadap variabel purchase intention. ********************************************************************** This research aimed to analyze the information factors influencing purchase intention with the support of recommendation system. Factors analyzed included trust in recommendation, perceived value, with the support of recommendation persuasiveness and recommendation completeness. The object of this research was the Batam residents who had shopping experience according to recommendations in the customer-to-customer (C2C) e-commerce application. The technique used in this study was purposive sampling technique by selecting samples according to the object and the purpose of the study. Data was analyzed using PLS (Partial Least Squares). The results of this study indicate that the variable persuasiveness recommendation and variable recommendation completeness significantly influence variable trust-in-recommendation; variable persuasiveness recommendation and variable recommendation completeness significantly influence variable perceived value; variable trust in recommendation significantly influence variable purchase intention; variable perceived value significantly influence variable purchase intention.

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