THE INFLUENCE OF TRUST, ELECTRONIC WORD OF MOUTH WITH RATING AS MEDIATOR ON INTEREST TO PURCHASE HEALTHCARE PRODUCTS (STUDY OF SHOPEE USERS DURING THE COVID-19 PANDEMIC IN SALATIGA CITY)

Abstract

Abstract: This study aims to analyze the effect of trust, electronic word-of-mouth with ratings as a mediator towards purchase intentions in health products (a study on Shopee users during the Covid-19 pandemic in Salatiga City). The research sample used 103 community respondents in Salatiga City who have a Shopee marketplace. The analysis of this study uses (Partial Least Square-Structural Equation Method) PLS-SEM 3.0. The results of this study found that trust has no significant effect on purchase intention, but the relationship between the trust variable has a positive effect and is significant on ratings. There is a positive and significant effect of the rating variable on the intention to purchase. The electronic word-of-mouth variable has a positive and significant effect on purchase intention and rating. The relationship between trust and purchase intention using ratings as a mediator has a positive and significant effect, while the relationship between electronic word of mouth and purchase intention using ratings as a mediator has no significant effect.

Keywords: Trust, Electronic Word Of Mouth, Rating, Purchase Intention

Abstrak: Penelitian ini bertujuan menganalisis pengaruh kepercayaan, electronic word of mouth dengan rating sebagai mediasi terhadap minat beli produk Kesehatan (studi pada pengguna shopee selama pandemic Covid-19 di Kota Salatiga). Sampel penelitian ini menggunakan sebanyak 103 responden masyarakat di Kota Salatiga yang memiliki marketplace Shopee. Analisis penelitian ini menggunakan (Partial Least Square-Structural Equation Method) PLS-SEM 3.0. Hasil penelitian ini menemukan bahwa kepercayaan tidak berpengaruh signifikan terhadap minat beli akan tetapi hubungan variabel kepercayaan berpengaruh positif dan signifikan terhadap rating. Variabel rating berpengaruh positif dan signifikan terhadap minat beli. Pada variabel electronic word of mouth berpengaruh positif dan signifikan terhadap minat beli dan rating. Hubungan kepercayaan terhadap minat beli dengan rating sebagai mediasi berpengaruh positif dan signifikan, sedangkan hubungan electronic word of mouth terhadap minat beli dengan rating sebagai mediasi tidak berpengaruh signifikan.

Kata kunci: Kepercayaan, Electronic Word of Mouth, Rating, Minat Beli