DIGITAL TRUST PATHWAY: PERAN KEAMANAN DAN KEPERCAYAAN DALAM MENDORONG MINAT BELI KONSUMEN MARKETPLACE
Abstract
Perdagangan berbasis marketplace telah mengubah cara konsumen mencari informasi, mengevaluasi produk, dan melakukan transaksi. Di balik kemudahan tersebut terdapat persoalan kepercayaan digital, terutama berkaitan dengan keamanan data pribadi, keamanan pembayaran, risiko transaksi, dan pengalaman konsumen. Penelitian ini bertujuan menganalisis Digital Trust Pathway yang menjelaskan peran Keamanan Digital dalam membentuk Kepercayaan Konsumen, Persepsi Risiko, dan Pengalaman Berbelanja Online, serta implikasinya terhadap Minat Beli Konsumen marketplace. Penelitian menggunakan pendekatan kuantitatif dengan survei kuesioner dan analisis Structural Equation Modeling-Partial Least Squares (SEM-PLS) melalui bootstrapping. Konstruk penelitian meliputi Keamanan Digital sebagai variabel eksogen, Kepercayaan Konsumen, Persepsi Risiko, dan Pengalaman Berbelanja Online sebagai konstruk intervening, serta Minat Beli Konsumen sebagai konstruk endogen. Hasil pengujian menunjukkan seluruh konstruk memenuhi validitas konvergen dan reliabilitas. Nilai Cronbach's Alpha berada pada rentang 0,929–0,940, Composite Reliability (rho_c) 0,942–0,950, dan AVE 0,669–0,704. Pengujian pengaruh langsung menunjukkan Keamanan Digital berpengaruh positif dan signifikan terhadap Minat Beli Konsumen (β=0,157; t=4,333; p<0,001), Kepercayaan Konsumen (β=0,446; t=8,525; p<0,001), Persepsi Risiko (β=0,460; t=9,638; p<0,001), dan Pengalaman Berbelanja Online (β=0,414; t=6,641; p<0,001). Kepercayaan Konsumen, Persepsi Risiko, dan Pengalaman Berbelanja Online juga berpengaruh signifikan terhadap Minat Beli. Pengaruh tidak langsung Keamanan Digital terhadap Minat Beli melalui Pengalaman Berbelanja Online, Persepsi Risiko, dan Kepercayaan Konsumen masing-masing sebesar 0,104; 0,197; dan 0,208. Pengaruh total Keamanan Digital terhadap Minat Beli mencapai 0,666. Temuan ini memperlihatkan bahwa keamanan digital tidak semata-mata merupakan fungsi teknis, tetapi menjadi fondasi penciptaan nilai, kepercayaan, dan pengalaman konsumen dalam ekosistem marketplace.
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