Analisis Faktor-Faktor yang Memengaruhi Purchase Intention Produk Elektronik pada Pengguna Datascripmall
DOI:
https://doi.org/10.54065/jss.6.2.2026.1206Keywords:
Purchase Intention, Influencer Trustworthiness, Influencer Attractiveness, Influencer Expertise, Platform Quality, Information QualityAbstract
Seiring dengan meningkatnya penetrasi internet dan adopsi teknologi digital, e-commerce berkembang pesat di Indonesia. Meskipun ada jaminan harga dan keaslian produk, masih terdapat masalah rendahnya purchase intention konsumen dalam konteks penjualan perangkat elektronik. Tujuan penelitian ini adalah untuk menguji variabel-variabel yang mempengaruhi purchase intention pengguna platform Datascripmall.id, dengan menekankan pentingnya influencer trustworthiness, influencer attractiveness, influencer expertise, platform quality, dan information quality. Pendekatan structural equation modeling–partial least square (SEM-PLS) digunakan dalam strategi studi kuantitatif, yang melibatkan penyampaian kuesioner kepada pengguna Datascripmall di DKI Jakarta. Hasil penelitian menunjukkan bahwa niat beli dipengaruhi secara positif dan signifikan oleh variabel influencer trustworthiness, influencer attractiveness, dan influencer expertise. Niat beli juga dipengaruhi secara signifikan oleh information quality dan platform quality, dengan platform quality sebagai faktor terbesar dalam model tersebut. Adapun jumlah responden penelitian yaitu 208 orang dengan menggunakan purposive sampling. Instrument penelitian yaitu menggunakan instrument dengan teknik pengumpulan data dengan mendistribusikan kuesioner secara online. Temuan ini menegaskan bahwa kepercayaan dan kredibilitas influencer, disertai dengan pengalaman pengguna yang baik di platform, berperan penting dalam membangun niat pembelian konsumen terhadap produk elektronik di Datascripmall.id. Oleh karena itu, peningkatan integritas komunikasi influencer dan perbaikan kualitas teknis serta informatif platform perlu menjadi fokus strategi pemasaran digital di masa mendatang.
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