Pengaruh Word of Mouth (WOM), Trust, dan Perceived Value Terhadap Intention to Use pada Aplikasi Eraspace
DOI:
https://doi.org/10.62710/jbk9ry92Keywords:
Word of mouth, trust, perceived value, intention to use.Abstract
Penelitian ini menganalisis pengaruh Word of Mouth, Trust, dan Perceived Value terhadap Intention to Use pada aplikasi Eraspace, sebuah platform e-commerce di Indonesia yang menawarkan program loyalitas MyEraspace. Latar belakang penelitian didasarkan pada pesatnya perkembangan teknologi digital yang mendorong pertumbuhan aplikasi belanja daring, namun rendahnya kesadaran konsumen terhadap manfaat program loyalitas menjadi tantangan bagi PT Erajaya Swasembada Tbk. Penelitian bertujuan untuk mengidentifikasi pengaruh WOM terhadap Intention to Use, menganalisis hubungan Trust dengan Intention to Use, dan mengukur kontribusi Perceived Value terhadap Intention to Use. Menggunakan pendekatan kuantitatif dengan metode purposive sampling, data dikumpulkan dari pengguna aplikasi Eraspace yang mengetahui atau menjadi anggota MyEraspace melalui kuesioner daring dengan skala Likert 1-6, dianalisis dengan model persamaan struktural berbasis Partial Least Squares (PLS-SEM). Hasil penelitian menunjukkan bahwa WOM berpengaruh positif melalui rekomendasi yang kredibel dan informatif, Trust meningkatkan niat penggunaan melalui keandalan, kompetensi, dan transparansi, serta Perceived Value berkontribusi melalui manfaat fungsional, emosional, dan sosial. Trust menjadi faktor dominan dalam mendorong Intention to Use. Penelitian ini memberikan wawasan bagi PT Erajaya untuk meningkatkan strategi pemasaran dan edukasi konsumen guna memperkuat adopsi program loyalitas.
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