Nadzifa Nur Huwaida, - and Lili Adi Wibowo, - and Puspo Dewi Dirgantari, - (2025) PENGARUH ONLINE BRAND REPUTATION TERHADAP ONLINE PURCHASE DECISION MELALUI E-TRUST (Survei pada Pengguna Aplikasi Online Streaming Video Berbayar). S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh online brand reputation terhadap online purchase decision melalui e-trust pada pengguna aplikasi online streaming video berbayar. Penelitian ini menggunakan jenis penelitian deskriptif dan verifikatif dengan pendekatan kuantitatif. Metode penelitian yang digunakan pada penelitian ini adalah explanatory survey dan teknik pengambilan sampel adalah purposive sampling dengan ukuran sebanyak 349 responden. Data diolah secara statistik menggunakan Structural Equation Modelling (SEM) dengan menggunakan program AMOS for Windows. Hasil penelitian ini menemukan bahwa gambaran online brand reputation, e-trust, dan online purchase decision berada pada kategori tinggi. Online brand reputation memiliki pengaruh positif dan signifikan terhadap online purchase decision melalui e-trust. Temuan ini menunjukkan bahwa pengaruh tidak langsung online brand reputation memperoleh besaran pengaruh yang lebih rendah terhadap online purchase decision, dibadingkan pengaruh langsung. Berdasarkan hasil penelitian, peneliti merekomendasikan agar aplikasi online streaming video mempertahankan dan meningkatkan online brand reputation agar dapat meningkatkan jumlah pengguna yang memilih dan menggunakan aplikasi online streaming video dalam melakukan pembelian produk online streaming video. This study aims to obtain an overview and the influence of online brand reputation on online purchase decisions through e-trust among users of paid online video streaming applications. This study uses a descriptive and verification method with a quantitative approach. The research method used in this study is an explanatory survey, and the sampling technique is purposive sampling with a sample size of 349 respondents. Data are processed statistically using Structural Equation Modeling (SEM) with the AMOS program for Windows. The results of this study found that online brand reputation, e-trust, and online purchase decisions are in the high category. Online brand reputation has a positive and significant influence on online purchase decisions through e-trust. This finding indicates that the indirect influence of online brand reputation is lower than the direct influence. Based on the study's findings, the researchers recommend that online video streaming applications maintain and improve their online brand reputation to increase the number of users choosing and using online video streaming applications to purchase products.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=list_works&hl=en&user=o6zPngEAAAAJ SINTA ID: 5984836 SINTA ID: 5980376 |
| Uncontrolled Keywords: | online brand reputation, e-trust, online purchase decision |
| Subjects: | H Social Sciences > HF Commerce L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis |
| Depositing User: | Nadzifa Nur Huwaida |
| Date Deposited: | 29 Oct 2025 01:03 |
| Last Modified: | 29 Oct 2025 01:03 |
| URI: | http://repository.upi.edu/id/eprint/144467 |
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