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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh persepsi konsumen terhadap niat beli pada platform e-commerce. Fokus utama penelitian ini adalah bagaimana kualitas website, reputasi merek, kepercayaan, dan persepsi risiko memengaruhi persepsi konsumen, yang selanjutnya berdampak pada niat beli. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling (SEM-AMOS). Data yang dikumpulkan melalui kuesioner online sebanyak 200 responden pengguna aktif e-commerce, khususnya Shopee, di Indonesia. Hasil penelitian menunjukkan bahwa kualitas website, reputasi merek, dan kepercayaan berpengaruh positif signifikan terhadap persepsi konsumen, sedangkan persepsi risiko berpengaruh negatif. Persepsi konsumen terbukti berpengaruh signifikan terhadap niat beli. Temuan ini memberikan implikasi penting bagi strategi pemasaran digital, khususnya dalam membangun persepsi positif untuk mendorong intensi pembelian.

Keywords

Persepsi Konsumen Niat Beli E-Commerce

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How to Cite
Hidayah, A. A., & Dewi, I. R. (2025). Membangun Niat Beli Melalui Penguatan Persepsi Konsumen pada Platform E-Commerce. Economics and Digital Business Review, 6(2), 1474–1483. https://doi.org/10.37531/ecotal.v6i2.2653
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