Kepercayaan Konsumen dalam Memilih Sparepart Mobil Bekas pada Toko Lestari Sparepart

Abstract

This study aims to determine and analyze the forms of consumer trust in selecting used car spare parts at the Lestari Sparepart Store in Medan. This study used a qualitative approach with a case study method. Data collection was conducted through observation, in-depth interviews with the store owner, five customers, and two employees, as well as field documentation. The results indicate that consumer trust is formed through three modes of trust production according to Lynne G. Zucker. First, process-based trust, which arises through repeated transaction experiences, consistent spare part quality, and clarity of information provided by the seller. Second, characteristic-based trust, which is trust formed through seller honesty, the store's reputation, and the interpersonal relationship between the seller and the consumer. Third, institution-based trust, which arises through a warranty system that reduces uncertainty. Other supporting factors include the perception of authenticity of "original" spare parts, competitive prices, and responsive service. Proven trust ultimately encourages repeat purchases and develops into long-term loyalty and recommendations to other consumers.