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Pengaruh Kepercayaan Konsumen dan Harga Produk yang Dimediasi E-WOM terhadap Keputusan Pembelian di Platform Shopee

Year: 2025

Type: article

Abstract: This study aims to analyze the influence of consumer trust and product price, mediated by e-WOM (electronic word-of-mouth), on purchase decisions on the Shopee platform. A quantitative approach was used, with a sample of 75 undergraduate students living in boarding houses in the Special Region of Yogyakarta who shop on Shopee. Data were collected via questionnaires and analyzed using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with SmartPLS version 4. The results show that consumer trust and product price have a significant positive influence on purchase decisions, both directly and indirectly through e-WOM. This confirms the vital role of user reviews and recommendations in the decision-making process. The study provides strategic implications for e-commerce platforms and guidance for consumers.

Source: Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis.

DOI: 10.61132/prosemnasimkb.v2i2.188

Authors: Ninggar Agustina Cindya Putri, Siska Hadiyanti, Andriya Risdwiyanto, Sabilla Saberina

Institutions: University of Petroleum, Universitas Informatika dan Bisnis Indonesia

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4415071650

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