PENGARUH PERCEIVED VALUE DAN TRUST TERHADAP INTENTION TO RECOMMEND DENGAN SATISFACTION SEBAGAI VARIABEL MEDIASI (STUDI PADA APLIKASI BIBIT)
DOI:
https://doi.org/10.35794/jmbi.v10i2.49887Abstrak
Penelitian ini bertujuan untuk meneliti tentang perceived value dan trust yang dapat mempengaruhi intention to recommend pada pengguna aplikasi investasi reksadana online yaitu Bibit dengan satisfaction sebagai variabel mediasinya. Jenis penelitian yang digunakan adalah dengan pendekatan penelitian kuantitatif. Populasi dalam penelitian ini adalah individu yang telah menggunakan jasa dari aplikasi Bibit untuk melakukan investasi reksadana secara online dan sampel yang digunakan sebanyak 160 responden. Teknik analisis data yang digunakan adalah partial least square. Hasil penelitian menunjukkan bahwa trust berpengaruh positif terhadap satisfaction dan intention to recommend, dan satisfaction sendiri berpengaruh positif terhadap intention to recommend. Sebaliknya, perceived value tidak memiliki pengaruh yang positif terhadap satisfaction dan intention to recommend. Variabel satisfaction berpengaruh positif dalam memediasi pengaruh trust terhadap intention to recommend, tetapi tidak berpengaruh positif dalam memediasi pengaruh perceived value terhadap intention to recommend.
Kata Kunci: perceived value, trust, satisfaction, intention to recommend, dan aplikasi investasi online.
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