Dampak Kepercayaan Merek Terhadap Niat Beli Pelanggan di Tiktok Menggunakan Privasi Pelanggan dan Macro-Influencer Sebagai Mediator
DOI:
https://doi.org/10.23887/insert.v5i1.76983Keywords:
Teori Antropomorfisme, Macro Influencer, Privasi Pelanggan, Niat BeliAbstract
Dalam penelitian ini, penulis bermaksud membawa kebaruan untuk menyelidiki hubungan antara kepercayaan dan niat beli pelanggan dengan menggunakan Customer Privacy dan Macro Influencer sebagai model mediasi terhadap masalah kepercayaan pelanggan yang menurun dikarenakan adanya pelanggaran dan penyalahgunaan data pelanggan. Dalam penelitian ini penulis menggunakan teori antropomorfisme online. Yang bertujuan untuk membuktikan apakah pembaharuan yang diusung oleh penulis dapat menjembatani masalah diatas. Dalam penelitian ini penulis menggunakan metode penelitian dengan pendekatan kuantitatif, yang berfokus kepada mahasiswa dan karyawan yang menggunakan TikTok Shop. Untuk metode pengumpulan data yang digunakan adalah penyebaran kuesioner menggunakan Google Form. Hasil penelitian menunjukkan bahwa Customer Privacy mempengaruhi Purchase Intention. Pelanggan yang mempersepsikan influencer sebagai terpercaya lebih cenderung termotivasi untuk melakukan pembelian berdasarkan rekomendasi atau dukungan mereka. Customer Privacy sangat penting dan berpengaruh dalam membentuk keputusan pelanggan, khususnya terkait dengan influencer. Penelitian ini juga akan memberikan wawasan baru dan Solusi kreatif untuk merancang ruang aman bagi pelanggan di area e-commerce yang berkembang pesat in Indonesia. Penulis menggunakan data pelanggan TikTok Shop di Indonesia.
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