Pengaruh Kualitas Informasi dan Moderasi Involvement terhadap Intensi Pembelian dalam Komunitas Online

This study delves into the impact of relationship quality and information quality within an online community and its impact towards purchase intention through uncertainty reduction which is then moderated by involvement. The focus of this research is the L’oreal Thread in Female Daily, an independent online forum. 409 Responses are collected through sending invitation links of the online questionnaire, comprised of 19 core questions using a 7-point agreement scale and 2 filtering questions, to members of the community from May to June 2018. Data collected is tested for validity and reliability and goodness of fit. The results are then analyzed using structural equation modelling, path analysis and moderation analysis for the involvement variable. Contrary to previous research, results indicate that kualitas hubungan does not influence uncertainty reduction. While kualitas informasi within the forum influences uncertainty reduction and therefore intensi pembelian, the strength differs between members who has high-involvement and low-involvement. Full moderation occurs which indicates that respondents with high-involvement possess stronger relationship of uncertainty reduction and purchasing intention whereas low involvement has a lower intensity. This implies that managers and community moderator require varying types of engagement especially for those of low-involvement. For high-involvement consumers it is best to provide more data regarding product or service provided. On the other hand low-invovement consumers would benefit from other form of inducements and opinion followship.