INGRATIATION AND PURCHASE INTENTION: THE ROLES OF TRUST AND AUTHENTICITY IN E-COMMERCE

Ida Jalilah Fitria

doi:10.32806/currency.v4i2.1885

Authors

Ida Jalilah Fitria Program Studi Manajemen Perusahaan Universitas Teknologi Digital

DOI:

https://doi.org/10.32806/currency.v4i2.1885

Keywords:

Ingratiation, Customer Trust, Purchase Intention, Perceived authenticity.

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh ingratiation terhadap customer Trust, pengaruh customer Trust terhadap purchase intention, serta peran Perceived authenticity sebagai variabel moderasi. Penelitian ini dilatarbelakangi oleh pentingnya membangun kepercayaan konsumen dan meningkatkan niat pembelian di tengah persaingan bisnis digital yang semakin ketat. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui penyebaran kuesioner kepada 120 pengguna aktif Shopee dan dianalisis menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa ingratiation berpengaruh positif dan signifikan terhadap customer Trust (β = 0,758; p < 0,05), serta customer Trust berpengaruh positif dan signifikan terhadap purchase intention (β = 0,666; p < 0,05). Selain itu, Perceived authenticity terbukti memoderasi secara positif dan signifikan hubungan antara ingratiation dan customer Trust (β = 0,341; p < 0,05) serta hubungan antara customer Trust dan purchase intention (β = 0,237; p < 0,05). Temuan ini menunjukkan bahwa Perceived authenticity mampu memperkuat pengaruh ingratiation terhadap customer Trust dan pengaruh customer Trust terhadap purchase intention. Hasil penelitian ini memberikan implikasi bahwa perusahaan perlu membangun komunikasi yang autentik dan hubungan yang baik dengan konsumen untuk meningkatkan kepercayaan serta mendorong niat pembelian.

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