PENGARUH BRAND IMAGE, KEPERCAYAAN KONSUMEN, DAN TESTIMONI PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI DI E-COMMERCE SHOPEE DI KOTA SURABAYA

Yuwana, Satria Manggala (2025) PENGARUH BRAND IMAGE, KEPERCAYAAN KONSUMEN, DAN TESTIMONI PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI DI E-COMMERCE SHOPEE DI KOTA SURABAYA. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, kepercayaan konsumen, dan testimonial pelanggan terhadap keputusan pembelian, dengan niat pembelian sebagai variabel mediasi di antara pengguna e-commerce Shopee di Surabaya. Latar belakang penelitian ini bermula dari meningkatnya perilaku belanja online dan kecenderungan konsumen untuk semakin mengandalkan citra merek, kepercayaan, dan ulasan pengguna sebelum mengambil keputusan pembelian. Pendekatan penelitian menggunakan metode kuantitatif dengan desain penelitian eksploratif. Data dikumpulkan melalui kuesioner yang dibagikan kepada 100 responden pengguna Shopee dan dianalisis menggunakan SmartPLS versi 4. Hasil penelitian menunjukkan bahwa tiga variabel independen yaitu citra merek, kepercayaan konsumen, dan testimonial pelanggan memiliki pengaruh positif dan signifikan terhadap niat pembelian dan keputusan pembelian. Lebih lanjut, niat pembelian terbukti memediasi hubungan antara ketiga variabel tersebut dan keputusan pembelian. Secara keseluruhan, penelitian ini menegaskan bahwa perilaku pembelian dalam e-commerce dipengaruhi tidak hanya oleh faktor rasional tetapi juga oleh faktor psikologis seperti persepsi merek, tingkat kepercayaan, dan bukti sosial. Temuan ini memberikan implikasi praktis bagi platform Shopee dan para penjual untuk meningkatkan kualitas layanan, memperkuat kepercayaan, dan mengelola ulasan pelanggan guna mendorong keputusan pembelian konsumen.

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