Kualitas Antarmuka Terhadap Minat Beli: Dimediasi Kepercayaan Konsumen pada Aplikasi Belanja Online

Abstract

Penelitian menguji model pengaruh kualitas antarmuka terhadap minat beli konsumen dengan variabel mediasi kepercayaan konsumen kepada penjual di aplikasi belanja online Shopee.com. Penelitian menggunakan pendekatan kuantitatif dengan sampel konsumen Shopee.com sebanyak 152 orang. Analisis menggunakan model struktural diolah software SMARTPLS 3.0. Hasil penelitian ini membuktikan bahwa kualitas antarmuka tidak berpengaruh terhadap minat beli, kualitas antarmuka berpengaruh terhadap kepercayaan, dan kepercayaan berpengaruh terhadap minat beli. Kepercayaan memediasi kualitas antarmuka terhadap minat beli konsumen pada aplikasi belanja online Shopee.com, sehingga tanpa kepercayaan maka tidak akan ada minat beli pada konsumen belanja online. The study aims to examine the model of the influence of interface quality on consumer buying interest with the mediating variable of consumer trust in sellers in the Shopee.com online shopping application. The study uses a quantitative approach with a sample of 152 Shopee.com consumers. Analysis using a structural model processed by SMARTPLS 3.0 software. The results of this study prove that the quality of the interface has no effect on buying interest, the quality of the interface has an effect on trust, and trust has an effect on buying interest. Trust mediates the effect of interface quality on consumer buying interest in the Shopee.com online shopping application, so without trust there will be no buying interest in online shopping consumers.