PENGARUH INFORMATION QUALITY DAN RELATIONSHIP QUALITY TERHADAP UNCERTAINTY REDUCTION DAN PURCHASE INTENTION

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh parsial information quality dan relationship quality dalam komunitas online terhadap uncertainty reduction, pengaruh uncertainty reduction terhadap purchase intention, dan pengaruh involvement terhadap hubungan uncertainty reduction dan purchase intention. Subyek penelitian ini adalah orang-orang yang sudah pernah menggunakan salah satu dari komunitas online Youtube, Kompas Tekno, atau Tabloit PULSA untuk mencari informasi mengenai smartphone. Metode pengambilan sampel dilakukan dengan metode non probability sampling dengan teknik pengambilan sampel adalah convenience sampling dengan metode penyebaran kuisioner secara online. Total sampel yang terkumpul ada 159 sampel. Penelitian ini menggunakan dua analisis regresi, yaitu: analisis regresi linier ganda dan moderated regression analysis. Hasil dari penelitian ini adalah secara parsial information quality dan relationship quality memiliki pengaruh positif dan signifikan terhadap uncertainty reduction. Sementara itu, uncertainty reduction memberikan pengaruh yang positif dan signifikan terhadap purchase intention. Involvement sebagai moderator tidak memberikan pengaruh pada hubungan uncertainty reduction dan purchase intention. This study aims to analyze the partial influence of information quality and relationship quality in the online community on uncertainty reduction, the influence of uncertainty reduction on purchase intention, and the influence of involvement on the relationship of uncertainty reduction and purchase intention. The subjects of this study were people who had used one of the online communities: Youtube, Kompas Tekno, or TabloitPULSA to find information about smartphones. This study is using non probability sampling method with convenience sampling as a sampling technique and online questionnaire as a distribution method. The total samples collected were 159 samples. This study used two regression analyses: multiple linear regression analysis and moderated regression analysis. The results of this study are that information quality and relationship quality partially has a positive and significant influence on uncertainty reduction. Meanwhile, uncertainty reduction has a positive and significant influence on purchase intention. Involvement as a moderator has no effect on the relationship of uncertainty reduction and purchase intention.