PERAN MEDIASI PENTINGNYA KEPERCAYAAN DALAM HUBUNGAN ANTARA KUALITAS WEBSITE, EWOM DAN PERSEPSI MANFAAT PADA SIKAP KONSUMEN TERHADAP ONLINE SHOPPING DI INDONESIA
Abstract
This study aims to examine the mediating effect of Trust in
the relationship between Perceived Website Quality, eWOM, and
Perceived Benefits on Consumer Attitudes Toward Online
Shopping in Indonesia. Respondents in this research are online
shopping consumers in Indonesia until 2018 and there 118
respondents. In this research used a survey model purposive
sampling method as a sampling technique. In this research also
used Structural Equation Modeling (SEM) as an analysis
technique with AMOS as analysis tools.
This research shows that : 1) Perceived Website Quality
has a significant effect on Perceived Benefits and Trust, 2)
Perceived Benefits and Trust has a significant effect on
Consumer Attitudes Toward Online Shopping, 3) Perceived
Website Quality has a significant effect on Consumer Attitudes
Toward Online Shopping through Trust.