THE ROLE OF SHORT VIDEO MARKETING, ELECTRONIC WORD OF MOUTH, AND PERCEIVED RISK IN BUILDING CONSUMER TRUST AND PURCHASE INTENTION IN ONLINE TRAVEL AGENTS

Faza Ruziqyani  Firdausa; Usep  Suhud; Meta Bara  Berutu

doi:10.53067/ije3.v5i2.384

Authors

Faza Ruziqyani Firdausa Universitas Negeri Jakarta
Usep Suhud Universitas Negeri Jakarta
Meta Bara Berutu Universitas Negeri Jakarta

DOI:

https://doi.org/10.53067/ije3.v5i2.384

Keywords:

short video marketing, electronic word of mouth, perceived risk, consumer trust, purchase intention

Abstract

This study aims to examine and analyze the role of short video marketing, electronic word of mouth, and perceived risk in building consumer trust and purchase intention in online travel agents. This study involved 252 respondents who had seen Tiket.com service promotions on social media and were domiciled in Jakarta. The analytical methods used were validity and reliability testing using SPSS software, model feasibility testing, and hypothesis testing using AMOS 29 software. The analysis technique used was Structural Equation Modeling. These findings indicate that short video marketing and eWOM increase consumer trust, but only eWOM significantly drives purchase intention. Short video marketing does not directly influence purchases, while perceived risk does not reduce consumer trust but instead drives purchase intention because consumers are more cautious. Consumer trust itself is not significant for purchase intention, so other factors such as price and promotions remain important in purchasing decisions.

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