THE EFFECT OF INFORMATION QUALITY, SOCIAL PSYCHOLOGICAL DISTANCE, SENSE OF POWER & TRUST ON CUSTOMER PURCHASE INTENTION TOKOPEDIA CONSUMERS IN NUSA TENGGARA BARAT

Abstract

In the situation of the COVID-19 pandemic which lasted for approximately 1.5 years, it has slightly changed the activity or order in life in society, one of which is in the world of shopping. This change in activity can be seen through the increasing use of e-commerce in shopping to meet daily needs. Therefore, companies must compete with each other to attract consumers' hearts so that the services provided can continue to be used. Efforts to use ecommerce by the community have triggered an increase in people's buying interest online, not least what happened at Tokopedia. This increase in people's buying interest can also be seen by the increase in public visits to the company's website in the e-commerce industry and the increase in sales which is also directly proportional to the increase in purchases. The purpose of this study was to determine the effect of the quality of information available on the Tokopedia platform, social psychological distance, and consumer trust on the purchase intention of Tokopedia consumers. In addition, this study also aims to examine the effect of the moderating role of the sense of power that Tokopedia consumers have in providing information to foster a sense of trust among other consumers. The phenomena that occurred in this study were analyzed using quantitative methods. Researchers do not have the authority to intervene in the data with individual units of analysis and the time the study was carried out in a cross-section. The population chosen to be respondents in this study is the people of the city of Nusa Tenggara Barat. In order to obtain data, the author will distribute a questionnaire in the form of a google form to 450 respondents. The data was obtained in the form of an ordinal scale (Likert), processed, and analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) technique through the SmartPLS 3 software. The results of the study show that the information quality variable has a positive effect on social psychological distance, information quality (IQ) has a positive effect on trust, social psychological distance has a positive effect on trust, social psychological distance has a positive effect on mediating the relationship between information quality and trust, trust has a positive effect on the purchase. intention and sense of power have a positive effect on moderating the relationship between information quality and trust. The author hopes that through this research Tokopedia can pay attention to the quality of the information in its application to increase user confidence in using Tokopedia. In addition, Tokopedia can choose content creators who are able to be close to the community so that more people use the application.