PENGARUH KUALITAS LAYANAN DAN DELIVERY RISK TERHADAP PURCHASE INTENTION MELALUI BRAND TRUST PADA PELANGGAN PT. J&T EXPRESS DI SURABAYA

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan dan risiko delivery risk terhadap purchase intention melalui brand trust pada pelanggan PT. J&T Express di Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 99 responden pengguna jasa J&T Express di Surabaya. Teknik analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan alat bantu SmartPLS 4.0. Hasil penelitian menunjukkan bahwa variabel kualitas layanan berpengaruh signifikan terhadap brand trust. delivery risk tidak berpengaruh signifikan terhadap brand trust. Brand trust berpengaruh signifikan terhadap purchase intention. Kualitas layanan berpengaruh signifikan terhadap purchase intention. Delivery risk tidak berpengaruh signifikan terhadap purchase intention. Kualitas layanan berpengaruh signifikan terhadap purchase intention melalui brand trust. Delivery risk tidak berpengaruh signifikan terhadap purchase intention melalui brand trust.

Kata Kunci: Kepercayaan Merek; Risiko Pengiriman; Kualitas Layanan dan Minat Beli

Abstract

This study aims to analyze the effect of service quality and delivery risk on purchase intention through brand trust among PT. J&T Express customers in Surabaya. This study uses a quantitative approach with a survey method of 99 respondents using J&T Express services in Surabaya. The data analysis technique was carried out using Structural Equation Modeling (SEM) with the SmartPLS 4.0 tool. The results showed that the service quality variable has a significant effect on brand trust. Delivery risk does not have a significant effect on brand trust. Brand trust has a significant effect on purchase intention. Service quality has a significant effect on purchase intention. Delivery risk has no significant effect on purchase intention. Service quality has a significant effect on purchase intention through brand trust. Delivery risk has no significant effect on purchase intention through brand trust.

Keywords: Brand Trust; Delivery Risk; Service Quality and Purchase Intention