Pengaruh Kesadaran Merek, Kepercayaan, Dan Harga Terhadap Minat Beli Online Pada Marketplace Bukalapak (Studi Pada Pengguna Bukalapak Di Kota Semarang)

Abstract

Abstract: Technological and information development bring humans closer to internet. The convenience and practicality of the online medium make peoples who are doing business starting to switch from a conventional business model to more advanced model and that is e-commerce. Bukalapak is one of the biggest marketplace players in Indonesia. Lately, so many competitions had showed up and that makes Bukalapak’s consumer purchase intention decreased, this is evidenced by website visitors and app rank that has dropped over the last few months. The purpose of this research is to find out if brand awareness, trust, and price have positive effect towards Bukalapak’s online purchase intention. The type of this research is explanatory. Sampling method that being used in this research are non-probability sampling with purposive sampling technique which is distributed online through google form. A total of 100 respondents who use Bukalapak in Semarang City were used as sample with Likert’s scale of measurement are being used in this research. Data analysis that being used are validity test, reliability test, coefficient of determination, simple and multiple linear regression, t test, then F test. The research concludes that brand awareness, trust, and price have positive and significant effect towards online purchase intention either partially or simultaneously.

Keywords: Brand Awareness; Price; Purchase Intention; Trust

Abstrak: Perkembangan teknologi informasi dan komunikasi menjadikan manusia lebih dekat dengan internet. Kemudahan dan praktisnya sarana online membuat para pelaku bisnis beralih dari model bisnis konvensional ke arah yang lebih modern yaitu e-commerce. Bukalapak termasuk salah satu pemain marketplace terbesar di Indonesia. Karena banyaknya persaingan yang muncul, Bukalapak mengalami penurunan minat dalam beberapa waktu terakhir, dibuktikan dengan turunnya pengunjung website dan peringkat aplikasi. Riset ini memiliki tujuan untuk mengetahui apakah kesadaran merek, kepercayaan, dan harga berpengaruh positif pada minat beli online di Bukalapak. Riset ini menggunakan tipe explanatory. Metode sampling yang digunakan yaitu non-probability sampling dengan pendekatan purposive sampling yang disebarkan secara online melalui google form. Sebanyak 100 responden pengguna Bukalapak di Kota Semarang dijadikan sampel riset dengan skala pengukuran menggunakan skala Likert. Analisis data menggunakan uji validitas, uji reliabilitas, koefisien determinasi, regresi linier sederhana, linier berganda, uji t, dan uji F. Hasil riset menunjukan bahwa kesadaran merek, kepercayaan, dan harga memiliki pengaruh positif dan signifikan pada minat beli online baik secara parsial ataupun simultan.

Kata Kunci: Harga; Kepercayaan; Kesadaran Merek; Minat Beli