Asmi Ayuning Hidayah, Suliyanto Suliyanto


This study to analyze the influence of website quality and website brand on purchase intentions mediated by trust and risk perceived by consumers to prove the differences in research results from previous studies conducted by Chang and Chen (2008). This research is a case study using a survey method with questionnaires on respondents who know and are interested in buying fashion shop online products. The selection mechanism of respondents in this study using the random sampling method. The analysis technique uses Structural Equational Model (SEM) with sample 185. The results of this study are variable quality of website, website brand, reputation mediated by trust have a positive effect on purchase intention and negatively affect the perceived risk of consumers. This research can be used by online shopping businesses to increase purchase intention by paying attention to some of these variables.

Keywords:website quality; website merk; reputation; risk; purchase intention.

Penelitian ini bertujuan untuk menganalisis tentang pengaruh kualitas websitedan merek websiteterhadap niat beli yang dimediasi oleh rasa percaya dan risiko yang dirasakan oleh konsumen untuk membuktikan adanya perbedaan hasil penelitian dari penelitian sebelumnya yang dilakukan oleh Chang dan Chen (2008). Penelitian ini merupakan studi kasus menggunakan metode surveydengan kuisioner pada respondenyang mengetahui dan tertarik untuk membeli produk fashiononline shop. Mekanisme pemilihan responden dalam penelitian ini dengan menggunakan metode random sampling. Teknik analisis menggunakan Structural Equational Model(SEM) dengan sampel 185. Hasil dari penelitian ini adalah variable kualitas website, merek website, reputasi yang dimediasi oleh rasa percaya berpengaruh positif terhadap niat beli dan berpengaruh negative terhadap risiko yang dirasakan konsumen. Penelitian ini dapat dimanfaatkan oleh para pelaku bisnis online shopagar dapat meningkatkan niat beli dengan cara memperhatikan beberapa variabel tersebut.

Kata Kunci: kualitaswebsite; merekwebsite; reputasi; risiko yang dirasakan; niat beli.


website quality; website merk; reputation; risk; purchase intention; kualitas website; merek website; reputasi; risiko yang dirasakan; niat beli

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DOI: https://doi.org/10.37058/jem.v5i1.849


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