Analisis Faktor-Faktor yang Mempengaruhi Customer Trust dan Purchase Intention pada Aplikasi Kopi Digital
DOI:
https://doi.org/10.62710/nmc2a198Keywords:
Social Media Marketing; Online Customer Review; Brand Image; Customer Review;, Purchase Intention; Jago Coffee.Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing, online customer review, brand image dalam membentuk customer trust dan purchase intention pada aplikasi kopi Jago. Menggunakan desain penelitian kuantitatif. Dengan pendekatan kuantitatif, survei menargetkan pengguna aplikasi kopi Jago yang berusia 17 tahun ke atas, berdomisili di Jakarta Selatan, memiliki akun media sosial dan mengikuti akun resmi kopi Jago,serta telah mengunduh dan menggunakan aplikasi kopi Jago. Data dikumpulkan melalui kuesioner online dengan skala Likert 6 poin. Untuk mengolah dan menganalisis data, penelitian ini menggunakan software SPSS dan Structural Equation Modeling (SEM) AMOS. Hasil penelitian ini mengungkapkan bahwa social media marketing, online customer review, dan brand image, berpengaruh positif dan signifikan terhadap customer trust dan purchase intention. Selain itu, customer trust juga terbukti memberikan pengaruh positif dan signifikan terhadap purchase intention. Faktor-faktor seperti respon cepat, ulasan pengguna yang jujur, serta citra merek yang positif menjadi pendorong utama terbentuknya kepercayaan dan mendorong pembelian melalui aplikasi.
Downloads
References
Aji, P. M., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 91–104. https://doi.org/10.5267/j.ijdns.2020.3.002
Alam, M. M. D., Karim, R. A., & Habiba, W. (2021). The relationship between CRM and customer loyalty: The moderating role of customer trust. International Journal of Bank Marketing, 39(7), 1248–1272. https://doi.org/10.1108/ijbm-12-2020-0607
Alena, V. N., & Hasanah, Y. N. (2023). Analysis of Online Customer Review on Purchase Decisions with Customer Trust as Intervening. Almana : Jurnal Manajemen Dan Bisnis, 7(2), 201–211. https://doi.org/10.36555/almana.v7i2.1791
Chakraborty, U., & Biswal, S. K. (2020). Impact of Online Reviews on Consumer’s Hotel Booking Intentions: Does Brand Image Mediate? Journal of Promotion Management, 26(7), 943–963. https://doi.org/10.1080/10496491.2020.1746465
Dmour, H. A., Aloqaily, A., Qaimari, R. A., & Hassan, M. A. (2021). The effect of the electronic word of mouth on purchase intention via the brand image as a mediating factor: An empirical study. International Journal of Networking and Virtual Organisations, 24(2), 182. https://doi.org/10.1504/IJNVO.2021.114732
Febrin, A., Putri, W. Y., Setiawan, E. B., & Perwitasari, E. P. (2020). The Role Of Customer Trust In Mediating The Influence Of Brand Image And Brand Awareness On Purchase Intention In Indonesia Airasia E-Business Implementation. Institut Transportasi Dan Logistik Trisakti, 3, 178–185. https://doi.org/10.25292/atlr.v3i0.263
Irawan, P. A. P., & Suprapti, N. W. S. (2020). The Effect of Brand Image on Purchase Intention Mediated By Trust. American Journal of Humanities and Social Sciences Research (AJHSSR), 4(6), 243–250. www.ajhssr.com
Jacobson, J., Gruzd, A., & Hernández-García, Á. (2020). Social media marketing: Who is watching the watchers? Journal of Retailing and Consumer Services, 53, 101774. https://doi.org/10.1016/j.jretconser.2019.03.001
Kotler, S., Peterson, G. A., Shojaee, E., Lecocq, F., Cicak, K., Kwiatkowski, A., Geller, S., Glancy, S., Knill, E., Simmonds, R. W., Aumentado, J., & Teufel, J. D. (2021). Direct observation of deterministic macroscopic entanglement. Science, 372(6542), 622–625. https://doi.org/10.1126/science.abf2998
Manzoor, U., Baig, S. A., Hashim, M., & Sami, A. (2020). Impact of Social Media Marketing on Consumer’s Purchase Intentions: The Mediating role of Customer Trust. International Journal of Entrepreneurial Research, 3(2), 41–48. https://doi.org/10.31580/ijer.v3i2.1386
Moslehpour, M., Ismail, T., Purba, B., & Wong, W.-K. (2021). What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 89–103. https://doi.org/10.3390/jtaer17010005
Purwanto, A., & Prayuda, R. Z. (2024). The Role of Brand Image, Brand Experience, Influencer Marketing and Purchase Interest on Cunsumer Purchasing Decisions of Handphone. Professional Education Studies and Operations Research, 1(1).
Pustap, E. S. S., & Wulandari, R. (2020). Analysis of Online Consumer Review and Online Consumer Rating to Consumer Trust and Purchase Decision on E-Commerce Jakmall.Com. International Journal of Innovative Science and Research Technology, 5(2).
Rahmat, A. R., & Widodo, T. (2023). The Influence of Social Media Marketing on Wardah’s Product Buying Interest mediated by Customer Trust. Quantitative Economics and Management Studies (QEMS), 4(4), 748–756. https://doi.org/10.35877/454RI.qems1820
Rosania, A., & Wilujeng, I. P. (2023). How Online Customer Reviews Affect Purchase Intention Mediate by Trust. Dalam D. T. Kurniawan & I. Zutiasari (Ed.), Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2022) (Vol. 245, hlm. 243–253). Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-178-4_25
Sawaftah, D. (2020). The Effectiveness of Electronic Integrated Marketing Communications on Customer Purchase Intention of Mobile Service Providers: The mediating role of customer trust. Journal of Sustainable Marketing, 1(1). https://doi.org/10.51300/josm-2020-25
Schlesinger, W., Cervera-Taulet, A., & Wymer, W. (2023). The influence of university brand image, satisfaction, and university identification on alumni WOM intentions. Journal of Marketing for Higher Education, 33(1), 1–19. https://doi.org/10.1080/08841241.2021.1874588
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Estu Handayani, Usep Suhud, Terrylina Arvinta Monoarfa (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
