PENGARUH ELECTRONIC WORD OF MOUTH, BRAND IMAGE DAN KUALITAS PRODUK TERHADAP MINAT BELI TIKTOKSHOP MELALUI KEPERCAYAAN SEBAGAI VARIABEL MEDIASI

(STUDI KHASUS DI KOTA TANGERANG)

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh Electronic Word of Mouth (eWOM), Brand Image, dan Kualitas Produk terhadap Minat Beli konsumen TikTok Shop, dengan Kepercayaan sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan metode explanatory research. Populasi dalam penelitian ini adalah pengguna TikTok Shop atau yang tertarik untuk membeli di Tiktok shop, dengan jumlah sampel sebanyak 100 responden yang diperoleh melalui teknik purposive sampling. Instrumen yang digunakan berupa kuesioner skala Likert lima poin. Analisis data dilakukan menggunakan metode Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) melalui software SmartPLS 3.0. Hasil penelitian menunjukkan bahwa secara langsung, eWOM (β = 0,327; p = 0,001) dan kualitas produk (β = 0,379; p = 0,000) berpengaruh positif dan signifikan terhadap minat beli. Brand image (β = –0,181; p = 0,036) berpengaruh negatif namun signifikan, sedangkan kepercayaan juga berpengaruh positif signifikan terhadap minat beli (β = 0,402; p = 0,000). Uji pengaruh tidak langsung menunjukkan bahwa jalur kualitas produk → kepercayaan → minat beli signifikan (t = 2,790; p = 0,005), brand image → kepercayaan → minat beli signifikan pada taraf 10% (t = 1,943; p = 0,052), dan eWOM → kepercayaan → minat beli belum signifikan (t = 1,622; p = 0,105). Nilai R² untuk kepercayaan sebesar 0,417 dan untuk minat beli sebesar 0,619. Hasil ini membuktikan bahwa kepercayaan merupakan mediator penting dalam memperkuat pengaruh kualitas produk terhadap minat beli di TikTok Shop.

This study aims to analyze the influence of Electronic Word of Mouth (eWOM), Brand Image, and Product Quality on Purchase Intention among TikTok Shop consumers, with Trust as a mediating variable. The research employs a quantitative approach using an explanatory research method. The population in this study consists of TikTok Shop users or individuals interested in making purchases on the platform, with a sample size of 100 respondents selected using purposive sampling. The instrument used was a five-point Likert scale questionnaire. Data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the SmartPLS 3.0 software. The results indicate that eWOM (β = 0.327; p = 0.001) and Product Quality (β = 0.379; p = 0.000) have a direct positive and significant effect on Purchase Intention. Brand Image (β = –0.181; p = 0.036) shows a negative but significant effect, while Trust also positively and significantly influences Purchase Intention (β = 0.402; p = 0.000). The indirect effect test shows that the Product Quality → Trust → Purchase Intention path is significant (t = 2.790; p = 0.005), the Brand Image → Trust → Purchase Intention path is significant at the 10% level (t = 1.943; p = 0.052), while the eWOM → Trust → Purchase Intention path is not yet statistically significant (t = 1.622; p = 0.105). The R² value for Trust is 0.417, and for Purchase Intention, it is 0.619. These findings indicate that Trust serves as an important mediator, particularly in strengthening the influence of Product Quality on Purchase Intention in TikTok Shop.