PERAN DARI E-WOM, PERCEIVED SECURITY DAN PERCEIVED WEB QUALITY TERHADAP PURCHASE INTENTION MELALUI CONSUMER TRUST (STUDI PADA LAZADA.COM)

Abstract

The purpose of this study to analyze electronic word of mouth, perceived security and perceived web quality on purchase intention through consumer trust. The population of the study was active internet users in Semarang and who had ever done purchase transaction at Lazada.com. The samples in this study were 120 respondents. The method of collecting data through questionnaires. This study uses analytical techniques of Structural Equation Modeling (SEM) with AMOS 23.0 as the analysis instrument. The result show that the electronic word of mouth has a positive and significant effect on consumer trust, perceived security has a positive and significant effect on consumer trust, perceived web quality has a positive and significant effect on consumer trust, and consumer trust has a positive and significant effect on purchase intention.