The Relationship Between Trust and Intention to Recommend: The Role of Content Quality, Website Design and Enjoyment

Abstract

The purpose of this study is to provide a relationship between trust so that consumers have the intention to recommend it to consumers who have not used Zalora and the factors that generate a sense of trust. This study uses the PLS-SEM method with Smart PLS to test the hypothesis. The sampling technique chosen was purposive sampling with the criteria of respondents who had visited Zalora. Online questionnaires were created using LimeSurvey and distributed to respondents via direct message sending via Whatsapps. The process begins with testing the measurement model and continues with testing the structural model with a total sample of 362 respondents. The results of this study on the quality of content have a positive effect on trust at 5.564 with a significance level of 0.00, then H1 is accepted. The pleasure with trust has a positive effect with a significant result of 4.211 with a significant level of 0.000 so that H2 is accepted. Website design on trust has a positive effect by producing 1.287 with a significance level of 0.199 which indicates no influence or H3 is rejected.