ABSTRAK
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh website quality, brand Toko Online, trust, dan perceived risk terhadap purchase intention pengunjung Zalora.
Populasi dalam penelitian ini adalah individu yang pernah mengunjungi dan memiliki niat pembelian pada online store Zalora. Sampel dalam penelitian ini sebanyak 220 responden yang diambil secara convenience sampling. Teknik pengumpulan data menggunakan kuisioner. Pengujian hipotesis menggunakan alat analisis Generalized Structured Component Analysis (GSCA).
Hasil penelitian menyimpulkan bahwa (1) Website Quality berpengaruh pada Trust (2) Website Quality berpengaruh pada Perceived Risk (3) Brand Toko Online berpengaruh pada Trust (4) Brand Toko Online tidak berpengaruh pada Perceived Risk (5) Trust berpengaruh pada Perceived Risk (6) Perceived Risk berpengaruh pada Trust (7) Trust berpengaruh pada Purchase Intention (8) Perceived Risk berpengaruh pada Purchase Intention.
Kata kunci : Kualitas Website, Merek Toko Online, Kepercayaan, Persepsi Resiko, Niat Pembelian.
ABSTRACT
The purpose of this study was to determine the effect of website quality, Brand Online Store, trust, and perceived risk on purchase intention Zalora visitors.
The population in this study are individuals who have visited and have the intention of purchase on the website Zalora. The sample of this study were are taken from 220 respondents that are conducted by convenience sampling. The technique of collecting data using questionnaires. Hypothesis testing using analytical tools Generalized Structured Component Analysis (GSCA).
The study concluded that (1) Website Quality effect on the Trust (2) Website effect on Perceived Quality Risk (3) Brand Online Store effect on the Trust (4) Brand Online Store has no effect on Perceived Risk (5) Trust effect on Perceived Risk (6) Perceived Risk effect on the Trust (7) Trust effect on Purchase Intention (8) Perceived Risk effect on Purchase Intention.
Keywords: Website Quality, Brand Online Store, Trust, Perceived Risk, Purchase Intentions.
