The Role Of Social Network Sites As A Moderating Variable On The Effect Of Trust, Product Variation, And E-Wom On Interest In Using Guarantee Services (Study At Pt Jamkrindo)

Abstract

This research is motivated by the high level of competition in the financial services industry, including the guarantee sector, which plays a crucial role in supporting access to financing for MSMEs. PT Jamkrindo, a state-owned enterprise in the guarantee sector, faces the challenge of increasing interest in purchasing services, particularly through digital approaches and the use of social media. Changes in consumer behavior, which are increasingly active on digital platforms, require an understanding of the factors that influence purchase interest, not only rationally but also socially and psychologically. This study aims to examine the influence of trust, product variety, and electronic word of mouth (e-WOM) on purchase interest in guarantee services at PT Jamkrindo, and to analyze the moderating role of social network sites (SNS) in this relationship. The method used is a quantitative approach with the PLS-SEM technique using data from 140 respondents obtained through purposive sampling.

The results of the study indicate that trust and e-WOM have a positive and significant effect on purchase intention, while product variety has no effect. SNS moderation is significant only on the relationship between e-WOM and purchase intention, but not on the relationship between trust and product variety on purchase intention.