FACTORS AFFECTING ONLINE BRAND TRUST ON LOW COST CARRIER’S WEBSITE IN INDONESIA

Shirleen Gianina, Serli Wijaya

Abstract


Abstrak : Membangun kepercayaan merek sangatlah penting, terutama kepercayaan merek dalam lingkungan online (Online Brand Trust). Penelitian sebelumnya menunjukkan bahwa WOM, keamanan situs web, pengalaman online sebelumnya, kualitas informasi, nama/reputasi merek dan persepsi risiko merupakan faktor-faktor yang mempengaruhi Online Brand Trust. Oleh karena itu, penelitian ini dilakukan untuk mengetahui faktor-faktor yang mempengaruhi Online Brand Trust pada situs web maskapai penerbangan budget di Indonesia. Teknik analisis data yang digunakan adalah PLS-SEM untuk menguji hubungan prediktif antar konstruk yang dijelaskan dalam teori. Hasil penelitian menunjukkan bahwa WOM dan keamanan situs web merupakan faktor yang signifikan dalam mempengaruhi persepsi risiko konsumen, serta nama/reputasi merek merupakan faktor yang mempengaruhi Online Brand Trust. Sementara itu, persepsi risiko terbukti tidak signifikan dalam mempengaruhi Online Brand Trust.

Abstract: Build brand trust is very important, especially brand trust in the online environment (Online Brand Trust). Previous studies showed that WOM, website security, past/previous online experiences, information quality, brand name/reputation and the perception of risk are all factors that affect Online Brand Trust. Thus, this study was conducted to determine the factors affecting Online Brand Trust on the airline's website budget in Indonesia. Data analysis technique used is PLS-SEM to examine the predictive relationship between the constructs described in theory. The results showed that WOM and web site security is a significant factor in influencing consumer risk perceptions, as well as the brand name/reputation are factors that affect the Online Brand Trust. Meanwhile, the perception of risk proved to be not significant in influencing Online Brand Trust.


Keywords


Online Brand Trust, persepsi risiko, PLS-SEM (Partial Least Square-Structural Equation Modeling), dan maskapai penerbangan budget.

Full Text:

PDF

References


Alam, S.S. & Yasin, N.M. (2010). What factors influence online brand trust: evidence from online tickets buyers in Malaysia. Journal of Theoritical and Applied Electronic Commerse Research, 5 (3), 78-89.

Anderson, E.W. (1998). Customer satisfaction and word of mouth. Journal of Service Research, 1(3), 5‐17.

Bhatnagar, A., Misra S., & Rao H.R. (2000). On risk, convenience, and internet shopping behavior, why some consumers are online shoppers while others are not. Journal Communications of the ACM. 43(11).

Delgado‐Ballester, E, Munuera‐Alemán, J.L., & Yagüe, M.J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 35-54.

Deny, S. (2015, January 4). Insiden jatuhnya pesawat hanya ganggu bisnis AirAsia 3 minggu. Liputan6.com. Retrieved May 3, 2016, from http://bisnis.liputan6.com/read/2155997/insiden-jatuhnya-pesawat-hanya-ganggu-bisnis-airasia-3-minggu.

Dewi, I.N., K.H. (2015, February 23). Maskapai LCC di Indonesia: Tarif murah vs pelayanan dan keamanan. DetikNews. Retrieved September 17, 2016, from http://news.detik.com/kolom/2840776/maskapai-lcc-di-indonesia-tarif-murah-vs-pelayanan-dan-keamanan/2.

Ekasari, M.A. (2015, January). Low-cost carriers=low safety?. Retrieved September 16, 2016, from http://www.markplusinstitute.com/who_we_are/detail_article/29#

Ghozali, I. (2014). Structural equation modeling metode alternatif dengan partial least square (PLS) edisi 4. Semarang: Undip.

Ha, H.Y. (2004). Factors influencing consumer perceptions of brand trust online. Journal of Product & Brand Management, 13(5), 329-342.

Ha, H.Y. & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: brand familiarity,satisfaction and brand trust. Journal of Consumer Behavior, 4(6), 438-52.

Halliday, V.S. (2003). Which trust and when? Conceptualizing trust in business relationships based on context and contingency. International Review of Distribution and Consumer Research, 13(4), 405‐21.

Harridge‐March, S. (2006). Can the building of trust overcome consumer perceived risk online?. Marketing Intelligence & Planning, 24(7), 746 – 761.

Harrison‐Walker, L.J. (2001). The measurement of word‐of‐mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4 (1), 60‐75.

Herr, P.M., Kardes, F.R., & Kim, J. (1991), “Effects of word‐of‐mouth and product‐attribute information on persuasion: an accessibility‐diagnosticity perspective”, Journal of Consumer Research, Vol. 17 No. 4, pp. 454‐62.

Ho, C. & Lee, Y. (2007). The development of an e-travel service quality scale. Tourism Management, 28 (6), 1434-1449.

Hu, X., Lin, Z. & Zhang, H. (2003). Myth or reality: effect of trust-promoting seals in electronic market. In O. Petrovic, R. Posch, & C. Marhold,(Eds.). Trust in Network Economy (143-50). Hershey: Idea Group.

Kania, D. (2001). Branding.com, NIC, Chicago, IL.

Keller, K.L. (1998). Strategic Brand Management: Building, Measuring, And Managing Brand Equity. Upper Saddle River, New Jersey: Prentice Hall.

Kotler, P. & Keller, K.L. (2007). Marketing management. Upper Saddle River, NJ: Pearson.

Li, H., Daugherty, T. & Biocca, F. (2001). Characteristics of virtual experience in electronic commerce: a protocol analysis. Journal of Interactive Marketing, 15, 13-30.

Magerhans, A. (2006, September). Consumer Satisfaction in Electronic Commerce–A Survey Concerning the German Online Bookshop Trade. International Federation of Scholary Association of Management (IFSAM) VIIIth World Congress, Berlin.

Marius, P. & Anggoro, S. (2014, March). Profil pengguna internet Indonesia 2014. Retrieved April 17, 2016, from https://beta.apjii.or.id/downfile/file/PROFILPENGGUNAINTERNETINDONESIA2014.pdf

Merasakan penerbangan AirAsia QZ8501 4 hari setelah insiden. (2015, January 1). Jpnn.com. Retrieved May 3, 2016, from http://www.jpnn.com/read/2015/01/

/278760/Merasakan-Penerbangan-AirAsia-QZ8501-4-Hari-Setelah-Insiden

Nugrahanto, P. (2015, February). Peroleh dampak positif internet, 30 persen netizen Indonesia masih khawatir masalah privasi. Retrieved September 17, 2016, from https://id.techinasia.com/khawatir-privasi-pengguna-internet-indonesia

Pavlou, P.A. (2003). Consumer acceptance of electronic commerce-integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 69-103.

Rahmadevita, L.D., Suharyono, & Kumadji, S. (2013). Pengaruh reputasi merek dan komunitas pelanggan terhadap nilai pelanggan, word of mouth serta keputusan pembelian (studi pada pembeli non-member Produk Kesehatan Melilea di Kecamatan Lowokwaru Kota Malang). PROFIT - Jurnal Administrasi Bisnis (PJAB) Fakultas Ilmu Administrasi Universitas Brawijaya Malang, 7(1). Retrieved May 14, 2016, from http:// ejournalfia.ub.ac.id/index.php/profit/article/view/301/564.

Reast, J.D. (2005). "Brand trust and brand extension acceptance: the relationship", Journal of Product & Brand Management, 14 (1), 4 – 13. Retrieved May 3, 2016, from http:// www.emeraldinsight.com/doi/full/10.1108/1061042051058

Salo, J. & Karjaluoto, H. (2007). A conceptual model of trust in the online environment. Online Invormation Review, 31 (5), 604-621.

Santoso, S. (2004). SPSS statistika multivariat. Jakarta: PT. Elex Media Komputindo.

Schoenbachler, D.D. & Gordon, G.L. (2002). Trust and customer willingness to provide information in database-driven relationship marketing. Journal of Interactive Marketing, 16(3), pp. 22-16.

Shankar, V., Urban, G.L. & Sultan, F. (2002). Online trust: a stakeholder perspective, concepts,implications, and future directions. Journal of Strategic Information Systems, 11, 325–344.

Tavani, H. (1999). Privacy online. Computers and Society, 29(4), 11-19.

Turban, E. & Gehrke, D. (2000). Determinants of e‐commerce website. Human Systems Management, 19(2), 111-120.

Wikipedia ensiklopedia bebas. (n.d). Indonesia AirAsia penerbangan 8501. Retrieved September 12, 2016, from https://id.wikipedia.org/wiki/Daftar_maskapai_penerbangan_bertarif_rendah.


Refbacks

  • There are currently no refbacks.