Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengukur pengaruh relative advantage dan electronic word of mouth terhadap attitudes towards online shopping yang dimediasi oleh trust pada pengguna tokopedia di kota banda aceh. sampel yang digunakan pada penelitian ini adalah konsumen tokopedia di kota banda aceh yang berjumlah 230 responden. peralatan pengumpulan data yang digunakan dalam penelitian ini adalah kuisioner. teknik pengambilan sampel yang digunakan adalah purposive sampling. structural equation modelling (sem) digunakan sebagai metode analisis untuk mengetahui pengaruh antar variabel-variabel yang terlibat. berdasarakan hasil analisis sem mengidentifikasi bahwa relative advantage berpengaruh signifikan terhadap attitudes towards online shopping, electronic word of mouth berpengaruh signifikan terhadap attitudes towards online shopping, relative advantage berpengaruh signifikan terhadap trust, electronic word of mouth berpengaruh signifikan terhadap trust, trust berpengaruh signifikan terhadap attitudes towards online shopping, trust memediasi pengaruh relative advantage terhadap attitudes towards online shopping, dan relative advantage memediasi pengaruh electronic word of mouth terhadap attitudes towards online shopping. kata kunci: relative advantage, electronic word of mouth, attitudes towards, online shopping , trust

ABSTRACT This study aims to measure the effect of Relative Advantage and Electronic Word of Mouth on Attitudes Towards Online Shopping mediatedby Trust to Tokopedia users in the city of Banda Aceh. The sample use rhe research is Tokopedia users in indonesia the city of Banda Aceh, Amounting to 230 respondents. Data collection equipment that used in this research is a questionnaire. The sampling technique that used is purposive sampling Structural Equation Modeling(SEM) was used as an analytical method to determine the effect between the variables involved. Based on the results of the SEM analysis it identifies that Relative Advantage has a significant influence on Attitudes Towards Online Shopping, Electronic Word of Mouth has a significant influence on Trust, Trust has a significant influence on Attitudes Towards Online Shopping, Trust mediates the effect of Relative Advantage on Attitudes Towards Online Shopping, and Trust mediates the influence of Electronic Word of Mouth on Attitudes Towards Online Shopping. Keywords: Relative Advantage, Electronic Word of Mouth, Attitudes Towards, Online Shopping , Trust