The Role of Trust, E-WOM, Perception of Function, Social Media As Mediators In Purchase Assurance

Abstract

Internet is a medium that is not only used for communication but can be used as a shopping medium. Economic development is affected by the development of the internet. Various buying and selling businesses that previously could only be done face-to-face are now very easy and often done via the internet. This internet business is known as a marketplace. Tokopedia has increased from 13.4% in 2019 to 15.8% in 2020 and even increased again to 16.7% in 2021 but is still below Shopee. The data is based on TBI in 2019-2021, market share. This shows that the certainty of users' purchases of Tokopedia has increased. Various efforts were made by the company to increase purchase certainty, including promotion through the role of trust in the existence of e-wom and increasing the perception of function through social media. The sampling technique used is Quota Sampling in this research and took a sample of 95 respondents. The analysis technique uses Path Analysis and data processing using PLS software. Based on research results, it shows that through trust, e-wom and perceived function play a role in the social media marketplace Tokopedia. Then, trust, e-wom, function perception and social media play a role in the certainty of purchasing the marketplace Tokopedia.