Fateh Muhammad Haikal Primary Author mixed material bibliography Banda Aceh Universitas Syiah Kuala 2018 id Indonesia

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ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh website quality terhadap online trust dengan brand personality sebagai pemoderasi. Studi empiris dilakukan pada website Buka Lapak di Banda Aceh menggunakan kuesioner sebagai instrument penelitian, yang mana sampel pada penelitian ini yaitu sebesar 130 orang. Nonprobability Sampling digunakan sebagai teknik pengambilan sampel dengan metode Purposive Sampling. Metode MRA (Moderated Regression Analysis) digunakan sebagai metode analisis data dengan menggunakan software IBM SPSS 22. Hasil penelitian ini menunjukkan bahwa website quality berpengaruh positif dan signifikan terhadap online trust, brand personality berpengaruh positif dan signifikan terhadap online trust, dan selain itu diperoleh hasil bahwa brand personality meoderasi pengaruh website quality terhadap online trust. Kata Kunci : Website Quality, Brand Personality, dan Online Trust. ABSTRACT This study aims to determine the effect of website quality to online trust with brand personality as a moderating. The empirical study conducted at website Buka Lapak in Banda Aceh used a questionnaire as a research instrument, which samples in this study of 130 people. Nonprobability sampling is used as a sampling technique with Purposive Sampling. Methods MRA (Moderated Regression Analysis) is used as a method of data analysis using software IBM SPSS 22. These results indicate that the website quality positive and significant impact on online trust, brand personality significantly and positively related to online trust, and in addition showed that the brand personality moderate effect on website quality to online trust. Keywords : Website Quality, Brand Personality and Online Trust. 0 ELECTRONIC THESES AND DISSERTATION Universitas Syiah Kuala 42785 2018-07-04 14:58:15 2018-07-04 15:24:21 machine generated