THE EFFECT OF PRODUCT KNOWLEGDE, ONLINE CUSTOMER REVIEW, ONLINE CUSTOMER RATING AND PRICES ON CONSUMER BUYING INTEREST IN MEDIATION OF TRUST IN THE MARKETPLACE SHOPEE (STUDY AT MWCNU SUKODADI)

Winda Listya Anggraini; Abid Muhtarom; Akhlis Priya Pambudy; Yuhronur Efendi; Deddi Nordiawan; Abdul Ghofur

doi:10.53625/jcijurnalcakrawalailmiah.v1i8.2028

Authors

Winda Listya Anggraini Fakultas Ekonomi , Universitas Islam Lamongan
Abid Muhtarom Fakultas Ekonomi , Universitas Islam Lamongan
Akhlis Priya Pambudy Fakultas Ekonomi , Universitas Islam Lamongan
Yuhronur Efendi Prodi Magister Manajemen, Universitas Islam Lamongan
Deddi Nordiawan Prodi Magister Manajemen, Universitas Islam Lamongan
Abdul Ghofur Prodi Magister Manajemen, Universitas Islam Lamongan

DOI:

https://doi.org/10.53625/jcijurnalcakrawalailmiah.v1i8.2028

Keywords:

Product Knowledge. Online Customer Reviews, Rating, Price, Buying Interest, Trust, SEM PLS

Abstract

The era of increasingly sophisticated technology, it causes a shift in consumer behavior, especially in shopping. Online shopping has now become a habit. There are factors that consumers consider, namely safety or inappropriate goods. In this study there is a novelty, namely more variables that are examined and the object of research. This research is a quantitative study that has a sample of 165 respondents and the data analysis used is the SEM method with the Smart PLS version 3.0 tool. The test used is the outer model test, the structural model, mediation and hypotheses. The results show that The validity test has an outer load mg value > 0.7 and an AVE value > 05 then it is declared valid. The reliability test shows a composive reliability value and Cronbach's alpha > 07 then it is said to be reliable. said Partial Mediation Online customer review variable (X2) on buying interest (Y) mediated by trust (Z) said Non Mediation Online customer rating variable (3) on buying interest (Y) mediated trust (Z) said Non Mediation Price variable (X4) on buying interest (Y) mediated by trust (Z) is said to be Partial Mediation Based on the analysis of the test results The hypothesis can be concluded that the product knowledge variable (X1). Online customer review (X2), online customer rating (X3) and price (X4) on bell interest (Y) simultaneously have a positive and significant effect

References

Auliya, Z, F. dkk. (2017). Online Customer Reviews (OTRs) dan Rating New Era in Indonesia. Online Marketing, Ebbank, Jurnal Bisnis dan Manajemen, Vol. 8 No.1 : 25-33.

Dzulqarnain, Iskandar. (2019). Pengaruh Filtur Online Customer Review to Keputusan Pembelian Produk Pada Marketplace Shopee. Jurusan Ilmu Administrasi Bisnis Fakultas Ilmu Sosial dan Ilmu Politik Universitas Jember.

Engler, T.H., dkk. (2015).Understanding online product ratings: A customer satisfaction model. Journal of Retailing and Consume Services.

Ghozali, Imam, Hengky Latan. (2015). Konsep, Teknik, Aplikasi Menggunakan Smart PLS 3.0 Untuk Penelitian Empiris. BP Undip. Akuntansi Biaya: Sistem Biaya Historis. Yogyakarta: BPFE

Japarianto, Edwin, dkk (2020). Pengaruh tampilan web dan Priceto Buying Interest dengan Trust sebagai intervening variabel pada E-commerce shopee.

Kotler, Philip, dkk. (2016). Marketing Managemen, 15th Edition, Pearson Education,Inc.

Kotler, Philip. Amstrong, Garry. (2008). Prinsip-prinsip Pemasaran. Jilid 21. Erlanggga, Jakarta.

Resmawa, I. N. (2017). Pengaruh Brand Image dan Product Knowledge to Green Price sebagai Moderating Variabel pada Produk the Body Shop di Surabaya. Aplikasi Manajemen, Ekonomi dan Bisnis Vol. 1, No. 2, April 2017. Purchase Intention.

Priansa, D, J. (2017). Manajemen Pelayanan Prima. Bandung: Alfabeta

Sumarwan, Ujang. (2011). Perilaku Konsumen : Teori dan Penerapan dalam pemasaran. Bogor : Ghalia Indonesia.

Tjiptono, Fandy. (2010). Strategi Pemasaran. Edisi ketujuh. Yogyakarta: Andi