Pengaruh User Generated Content di Google Terhadap Niat Pembelian Konsumen (Studi Kasus Pada Morning Bakery Tanjungpinang)
Kata Kunci:
User Generated Content, Google Review, Information Quality, Trust, Attitude Towards, Purchase IntentionAbstrak
Perkembangan teknologi digital mendorong konsumen semakin mengandalkan User Generated Content (UGC) sebagai sumber informasi sebelum mengambil keputusan pembelian. Penelitian ini bertujuan untuk menganalisis pengaruh Information Quality, Trust, dan Attitude Towards User Generated Content pada Google Review terhadap Purchase Intention konsumen Morning Bakery di Kota Tanjungpinang. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 145 responden yang dipilih melalui teknik purposive sampling. Data dianalisis menggunakan regresi linier berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa secara parsial maupun simultan, Information Quality, Trust, dan Attitude Towards berpengaruh positif dan signifikan terhadap Purchase Intention, dengan Attitude Towards sebagai variabel yang paling dominan. Temuan ini menegaskan bahwa Google Review berperan strategis dalam membentuk niat beli konsumen pada usaha kuliner lokal.
Unduhan
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