Electronic Theses and Dissertation

ABSTRAK

Penelitian ini bertujuan untuk menganalisis pengaruh corporate ability
image dan corporate social responsibility image terhadap purchase intention
dengan customer trust sebagai variabel mediasi pada pengguna PT Gojek Indonesia
di Kota Banda Aceh. Penelitian ini menggunakan pendekatan kuantitatif dengan
penyebaran kuesioner kepada 160 responden yang dipilih melalui teknik purposive
sampling. Data dianalisis menggunakan PLS-SEM dengan perangkat lunak
SmartPLS 4.0. Hasil penelitian menunjukkan bahwa corporate ability image
berpengaruh positif dan signifikan terhadap customer trust dan purchase intention,
sedangkan corporate social responsibility image tidak berpengaruh signifikan
terhadap keduanya. Customer trust terbukti berpengaruh positif terhadap purchase
intention dan mampu memediasi secara parsial pengaruh corporate ability image
terhadap purchase intention, namun tidak mampu memediasi pengaruh corporate
social responsibility image terhadap purchase intention. Hasil ini
mengimplikasikan bahwa PT Gojek Indonesia perlu terus memperkuat persepsi
kemampuan perusahaan (corporate ability) di mata pengguna melalui peningkatan
kualitas layanan dan keandalan platform guna membangun kepercayaan dan
mendorong niat beli, sementara program corporate social responsibility perlu
dikomunikasikan dan dirasakan secara lebih nyata oleh pengguna agar dapat
memberikan dampak yang signifikan terhadap kepercayaan maupun niat beli.
Temuan ini juga memperkaya kajian teoritis mengenai peran citra perusahaan dan
kepercayaan pelanggan dalam membentuk niat beli pada layanan berbasis
teknologi.
Kata Kunci: Corporate Ability Image, Corporate Social Responsibility Image,
Customer Trust, Purchase Intention

ABSTRACT The purpose of the study is to analyze the effect of corporate ability image and corporate social responsibility image on purchase intention with customer trust as a mediating variable among users of PT Gojek Indonesia in Banda Aceh City. This study used a quantitative approach with questionnaires distributed to 160 respondents selected through purposive sampling technique. Data were analyzed using PLS-SEM with SmartPLS 4.0 software. The results showed that corporate ability image had a positive and significant effect on customer trust and purchase intention, while corporate social responsibility image had no significant effect on either. Customer trust was proven to have a positive effect on purchase intention and was able to partially mediate the effect of corporate ability image on purchase intention, but was unable to mediate the effect of corporate social responsibility image on purchase intention. These findings implied that PT Gojek Indonesia needed to continue strengthening users' perception of the company's ability through improved service quality and platform reliability in order to build trust and drive purchase intention, while its corporate social responsibility programs needed to be communicated and experienced more tangibly by users so that they could have a significant impact on both trust and purchase intention. These findings also enriched the theoretical literature on the role of corporate image and customer trust in shaping purchase intention in technology-based services. Keywords: Corporate Ability Image, Corporate Social Responsibility Image, Customer Trust, Purchase Intention