Pengaruh Kredibilitas Persepsian dan Diagnosis Persepsian Pada Keputusan Pembelian Daring di Moderasi Ulasan Daring Pada Segmen Generasi Z
DOI:
https://doi.org/10.58812/jmws.v4i11.2816Kata Kunci:
Keputusan Beli Daring, Kredibilitas Persepsian, Diagnosis Persepsian, Ulasan Pelanggan Daring, Generasi ZAbstrak
Penelitian ini bertujuan untuk menguji variabel keputusan pembelian daring. Keputusan pembelian daring konsumen dipengaruhi oleh faktor kredibilitas persepsian, diagnosis persepsian dan ulasan daring konsumen. Data diperoleh melalui kuesioner yang dibagikan secara daring pada responden yang memenuhi persyaratan (generasi Z berencana membeli produk secara daring). Teknik penyampelan menggunakan purposive sampling sebanyak 200 responden. Uji hipotesis mengggunakan analisis regresi logistik. Hasil penelitian menunjukkan kredibilitas persepsian, diagnosis persepsian dan ulasan daring konsumen berpengaruh positif terhadap keputusan pembelian daring, serta variabel ulasan daring konsumen berperan memoderasi semu hubungan antara kredibilitas persepsian dan diagnosis persepsian pada keputusan pembelian.
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