PENGARUH ANTESEDEN KEPERCAYAAN PADA SITUS (WEBSITE TRUST) CONSUMER GENERATED MEDIA TERHADAP LOYALITAS PENGGUNANYA - Firdausy, Velda Awinna (2024)
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh anteseden kepercayaan pada situs Tripadvisor terhadap loyalitas penggunanya. Jenis penelitian yang digunakan dalam penelitian ini adalah pendekatan kuantitatif. Pengumpulan data menggunakan kuesioner yang dilakukan secara online yang disebarkan ke media sosial. Diperoleh sampel sebanyak 105 responden pengguna Tripadvisor.co.id. Analisis data menggunakan SEM-PLS, dengan bantuan software SmartPLS 3.0. Berdasarkan hasil pengujian, maka diperoleh hipotesis: (1) Nilai t-statistics konstruk source credibility terhadap website trust sebesar 3.256 dan nilai p-value sebesar 0.001 artinya berpengaruh secara positif dan signifikan; (2) Nilai t-statistics konstruk information quality terhadap website trust sebesar 2.810 dan nilai p-value sebesar 0.003 artinya berpengaruh secara positif dan signifikan; (3) Nilai t-statistics konstruk website quality terhadap website trust sebesar 3.376 dan nilai p-value sebesar 0.000 artinya berpengaruh secara positif dan signifikan; (4) Nilai t-statistics website trust terhadap loyalitas sebesar 6.560 dan nilai p-value sebesar 0.000 artinya berpengaruh secara positif dan signifikan; (5) Nilai t-statistics source credibility melalui website trust sebagai variabel mediasi terhadap loyalitas sebesar 2.811 dan nilai p-value sebesar 0.008 artinya berpengaruh secara positif dan signifikan; (6) Nilai t-statistics information quality melalui website trust sebagai variabel mediasi terhadap loyalitas sebesar 2.435 dan nilai p-value sebesar 0.008 artinya berpengaruh secara positif dan signifikan; (7) Nilai t-statistics website quality melalui website trust sebagai variabel mediasi terhadap loyalitas sebesar 3.257 dan nilai p-value sebesar 0.001 artinya berpengaruh secara positif dan signifikan. Sehingga disimpulkan source credibility, information quality dan website quality merupakan anteseden dari website trust yang menimbulkan sikap loyalitas pada pengguna website Tripadvisor. This study aims to test and analyze the effect of antecedents of trust in the Tripadvisor site on user loyalty. The type of research used in this study is a quantitative approach. Data collection using questionnaires conducted online which are distributed to social media. A sample of 105 respondents of Tripadvisor.co.id users was obtained. Data analysis using SEM-PLS, with the help of SmartPLS 3.0 software. Based on the test results, the hypothesis is obtained: (1) The t-statistics value of the source credibility construct on website trust is 3,256 and the p-value is 0.001, which means that it has a positive and significant effect; (2) The t-statistics value of the information quality construct on website trust is 2,810 and the p-value is 0. 003 means that it has a positive and significant effect; (3) The t-statistics value of the website quality construct on website trust is 3.376 and the p-value is 0.000, which means that it has a positive and significant effect; (4) The t-statistics value of website trust on loyalty is 6.560 and the p-value is 0. 000 means that it has a positive and significant effect; (5) The t-statistics value of source credibility through website trust as a mediating variable on loyalty is 2.811 and a p-value of 0.008, which means that it has a positive and significant effect; (6) The t-statistics value of information quality through website trust as a mediating variable on loyalty is 2. 435 and a p-value of 0.008, meaning that it has a positive and significant effect; (7) The t-statistics value of website quality through website trust as a mediating variable on loyalty is 3,257 and a p-value of 0.001, meaning that it has a positive and significant effect. So it is concluded that source credibility, information quality and website quality are antecedents of website trust which creates an attitude of loyalty in Tripadvisor website users.