FAKTOR-FAKTOR YANG BERPENGARUH TERHADAP TRUST DAN PURCHASING INTENTION PADA WWW.KASKUS.CO.ID

Abstract

This study aims to determine the effect of five variables (recommendations and referrals, ratings and reviews, forums and communities, perceived ease of use, perceived usefulness) to purchase intentions from consumers (purchasing intention). In addition, this study uses trust variables as intervening variables. The population used in this study are all people who have made product purchases through Kaskus online media. Samples in this study were people who in the last three months had purchased products through online media, Kaskus. The sampling technique in this study was non-probability sampling with a method of determining purposive sampling with a sample size of 200 people. Data collection was done using a questionnaire, while the method used for analysis was Structural Equation Modeling (SEM) using AMOS version 20.0 statistical software. The results of this study prove that four variables, namely: recommendations and referrals, ratings and reviews, forums and communities and perceived usefulness have a significant effect on purchasing intention. But this does not occur in the variables perceived ease of usability towards purchasing intention.
Keywords: recommendations and referrals, ratings and reviews, forums and communities, perceived ease of use, perceived usefulness and purchasing intention