Analisa Pengaruh Rekomendasi Youtuber Dalam Online Purchase Intention Terhadap Masyarakat di Kota Batam

Shellyn, Shellyn (2020) Analisa Pengaruh Rekomendasi Youtuber Dalam Online Purchase Intention Terhadap Masyarakat di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan penelitian guna untuk memahami perilaku konsumen yang membeli online yang dipengaruhi rekomendasi youtuber terhadap masyarakat di Kota Batam. Penelitian menganalisis pengaruh variabel Trustworthiness, Information Quality, Perceived Benefits, Perceived Usefulness yakni variabel independen, Attitude yakni variabel mediasi serta Purchase Intention yakni variabel dependen. Sampel terkumpul melalui kuesioner google form total sebanyak 412 responden didapat dari masyarakat Batam. Terdapat 44 responden yang tidak pernah melakukan pembelanjaan online atas rekomendasi youtuber maka tidak dipakai untuk penelitian lanjut. Sebanyak 368 responden yang dapat diolah untuk penelitian lanjut. Purposive sampling method dipakai menjadi pilihan teknik sampel serta olahan data menggunakan program aplikasi Partial Least Square (PLS). Hasil penelitian akhir menyatakan bahwa niat beli online yang dipengaruhi oleh rekomendasi youtuber, variabel independen Trustworthiness, Information Quality, Perceived Benefits, Perceived Usefulness berpengaruh signifikan terhadap Attitude sebagai mediating. Variabel Attitude sebagai mediating juga berpengaruh signifikan terhadap Purchase Intention sebagai dependen. Attitude sebagai mediating juga berpengaruh signifikan terhadap independen Trustworthiness dan Perceived Usefulness terhadap dependen Purchase Intention secara online.------------------------------The purpose of this research is to understand the behavior of consumers who buy online that are influenced by youtube recommendations for people in Batam. The study analyzed the influence of the variables Trustworthiness, Information Quality, Perceived Benefits, Perceived Usefulness belongs to independent variable, Attitude is the mediating variable and Purchase Intention is the dependent variable. Samples collected through a google form questionnaire totaling of 412 respondents were obtained from the Batam community. There were 44 respondents who had never made online purchases on youtube's recommendations so they were not used for further research. A total of 368 respondents can be processed for further research. Purposive sampling method is used as a choice of sample techniques and data processing using the Partial Least Square (PLS) application program.The results of the final study stated that online purchase intention influenced by youtube recommendations, the independent variable which are Trustworthiness, Information Quality, Perceived Benefits, and Perceived Usefulness had a significant effect on Attitude as mediating. Attitude variable mediating also had a significant effect on Purchase Intention as dependent. Attitude as mediating also has a significant effect on independent Trustworthiness and Perceived Usefulness on online Purchase Intention as in dependent.

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