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The Moderating Role of POSM (Point of Sales Material) in the Relationship Between Application Quality and Familiarity on Trust and Purchase Intention
Abstract
Currently, e-commerce is one of the shopping centers in Indonesia. The increasing condition of online transactions shows a wider market share, but on the other hand it also shows very intense and dynamic business competition. This study aims to analyze the direct effect of application quality and familiarity on trust and purcahse intention in e-commerce consumers. The analysis in this study also analyzes the moderating role of POSM (Point of Sales Materials) in strengthening the direct effect of application quality and familiarity on trust and purcahse intention. This research is a quantitative study with a population of e-commerce consumers in West Java. The sample in this study was taken by strtified random sampling method and found 230 research samples. The research data was obtained through distributing questionnaires to research respondents and then analyzed using a structural equation model with Smart-PLS4. The results of the analysis show that application quality affects trust but has no effect on purchase intention. Furthermore, Familiarity affects trust and purchase intention. Then trust affects purchase intention. The further test results show that POSM is able to moderate the effect of application quality and familiarity on purchase intention. However, POSM is not able to moderate the effect of application quality and familiarity on trust.
Saat ini e-commerce menjadi salah satu pusat perbelanjaan di Indonesia. Kondisi semakin meningkatnya transaksi online menunjukkan pangsa pasar yang semakin luas, akan tetapi disisi lain juga menunjukkan persaingan bisnis yang sangat ketat dan dinamis. Penelitian ini bertujuan untuk menganalisis pengaruh langsung kualitas aplikasi dan ketenaran terhadap kepercayaan dan purcahse intention pada konsumen e-commerce. Analisis dalam penelitian ini juga menganalisis peran moderasi POSM (Point of Sales Materials) dalam menguatkan pengaruh langsung kualitas aplikasi dan ketenaran terhadap kepercayaan dan purcahse intention. Penelitian ini merupakan penelitian kuantitatif dengan populasi konsumen e-commerce di Jawa Barat. Sampel dalam penelitian ini diambil dengan metode stratified random sampling dan ditemukan 230 sampel penelitian. Adapun data penelitian diperoleh melalui penyebaran kuesioner terhadap responden penelitian kemuadian dianalisis menggunakan structural equation model dengan Smart-PLS4. Hasil analisis menunjukkan bahwa kualitas aplikasi berpengaruh terhadap kepercayaan akan tetapi tidak berpengaruh terhadap minat beli konsumen. Selanjutnya Ketenaran berpengaruh terhadap kepercayaan dan minat beli konsumen. Kemudian kepercayaan berpengaruh terhadap minat beli konsumen. Adapun pengujian selanjutnya menghasilkan bahwa POSM mampu memoderasi pengaruh kualitas aplikasi dan ketenaran terhadap minat beli konsumen. Akan tetapi POSM tidak mampu memoderasi pengaruh kualitas aplikasi dan ketenaran terhadap kepercayaan.
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DOI: https://doi.org/10.18196/jbti.v15i3.23145
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