FACTORS AFFECTING ONLINE BRAND TRUST ON LOW COST CARRIER’S WEBSITE IN INDONESIA
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(*) Corresponding Author
Abstract
Abstrak : Membangun kepercayaan merek sangatlah penting, terutama kepercayaan merek dalam lingkungan online (Online Brand Trust). Penelitian sebelumnya menunjukkan bahwa WOM, keamanan situs web, pengalaman online sebelumnya, kualitas informasi, nama/reputasi merek dan persepsi risiko merupakan faktor-faktor yang mempengaruhi Online Brand Trust. Oleh karena itu, penelitian ini dilakukan untuk mengetahui faktor-faktor yang mempengaruhi Online Brand Trust pada situs web maskapai penerbangan budget di Indonesia. Teknik analisis data yang digunakan adalah PLS-SEM untuk menguji hubungan prediktif antar konstruk yang dijelaskan dalam teori. Hasil penelitian menunjukkan bahwa WOM dan keamanan situs web merupakan faktor yang signifikan dalam mempengaruhi persepsi risiko konsumen, serta nama/reputasi merek merupakan faktor yang mempengaruhi Online Brand Trust. Sementara itu, persepsi risiko terbukti tidak signifikan dalam mempengaruhi Online Brand Trust.
Abstract: Build brand trust is very important, especially brand trust in the online environment (Online Brand Trust). Previous studies showed that WOM, website security, past/previous online experiences, information quality, brand name/reputation and the perception of risk are all factors that affect Online Brand Trust. Thus, this study was conducted to determine the factors affecting Online Brand Trust on the airline's website budget in Indonesia. Data analysis technique used is PLS-SEM to examine the predictive relationship between the constructs described in theory. The results showed that WOM and web site security is a significant factor in influencing consumer risk perceptions, as well as the brand name/reputation are factors that affect the Online Brand Trust. Meanwhile, the perception of risk proved to be not significant in influencing Online Brand Trust.
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