MODEL CUSTOMER TRUST DAN PERCEIVED VALUE TERHADAP PURCHASE DECISION NON-FUNGIBLE TOKEN (NFT) PADA MARKETPLACE OPENSEA: Survey terhadap anggota IDNFT sebagai komunitas NFT terbesar di Indonesia - Dani Kurniawan, - (2023)
ABSTRAK Penurunan terhadap pembelian NFT pada marketplace Opensea menjadi fenomea yang menarik untuk dikaji. Penurunan pembelian NFT dapat diartikan sebagai penurunan minat masyarakat terhadap NFT. Rendahnya purchase decision terhadap NFT ini diduga menjadi penyebab penurunan transaksi NFT pada marketplace OpenSea. Purchase Decision dapat tercipta melalui customer trust dan perceived value. Penelitian ini bertujuan untuk memperoleh gambaran customer trust, perceived value dan purchase decision serta pengaruh customer trust dan perceived value terhadap purchase decision NFT pada marketplace OpenSea. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif verifikatif. Teknik sampel dengan menggunakan simple random sampling sebanyak 200 responden angota komunitas IDNFT dan teknik analisis data menggunakan Structural Equation Modeling (SEM). Hasil temuan penelitian ini menunjukan bahwa terdapat pengaruh signifikan antara variabel customer trust terhadap purchase decision, namun tidak terdapat pengaruh antara variabel perceived value terhadap purchase decision, semantara secara simultan antara customer trust dan perceived value terdapat pengaruh terhadap purchase decision. Marketplace OpenSea diharapkan dapat memaksimalkan indikator-indikator customer trust selaku faktor yang paling berpengaruh dalam pembentukan purchase decision. Kata Kunci: Customer Trust, Perceived Value, Purchase Decision,NFT, OpenSea The decline in NFT purchases on the OpenSea marketplace is a phenomenon that is worth investigating. The decline in NFT purchases can be interpreted as a decline in public interest in NFTs. The low purchase decision for NFTs is suspected to be the cause of the decline in NFT transactions on the OpenSea marketplace. Purchase Decision can be created through customer trust and perceived value. This study aims to obtain an overview of customer trust, perceived value, and purchase decision, as well as the influence of customer trust and perceived value on NFT purchase decision on the OpenSea marketplace. This study uses a quantitative approach with a descriptive verification method. Sampling technique using simple random sampling of 200 respondents of the IDNFT community and data analysis technique using Structural Equation Modelling (SEM). The results of this study show that there is a significant influence between the customer trust variable on purchase decision, but there is no influence between the perceived value variable on purchase decision, while simultaneously between customer trust and perceived value there is an influence on purchase decision. The OpenSea marketplace is expected to maximize customer trust indicators as the most influential factor in forming purchase decision Keywords: Customer Trust, Perceived Value, Purchase Decision, NFT, OpenSea