PERAN KEPERCAYAAN SEBAGAI MEDIASI PADA PENGARUH KUALITAS LAYANAN DAN KUALITAS WEBSITE TERHADAP NIAT PEMBELIAN TIKTOK SHOP DI MADIUN

Tiara Septin Naharul, Dian Citaningtyas Ari Kadi

Abstract


Tujuan penelitian ini untuk mengetahui peran kepercayaan sebagai mediasi pada pengaruh kualitas layanan dan kualitas website terhadap niat pembelian di TikTok Shop di Madiun. Penelitian ini merupakan jenis penelitian kuantitatif. Populasi pada penelitian ini adalah masyarakat di Kota Madiun. Teknik yang digunakan pada penelitian yaitu purposive sampling, sehingga diperoleh sampel penelitian sebanyak 160 responden. Pengumpulan data menggunakan sistem sebar kuisioner pada google form.  Data yang diperoleh kemudian diolah dengan menggunakan software SPSS 22. Analisis pada penelitian ini dengan menggunakan uji validitas, uji reliabilitas, uji asumsi klasikdan uji hipotesis.Hasil dari uji pada penelitian ini menunjukkan bahwa Kualitas Layanan dan Kualitas Website berpengaruh positif dan signifikan terhadap Kepercayaan. Kepercayaan berpengaruh positif dan signifikan terhadap Niat Pembelian.Kepercayaan mampu memediasi pengaruh Kualitas Layanan terhadap Niat Pembelian.Kepercayaan mampu memediasi pengaruh Kualitas Website terhadap Niat Pembelian.


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References


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