Peran Kepercayaan Konsumen sebagai Mediasi Ulasan Online dan Rating Produk terhadap Keputusan Pembelian E-Commerce Generasi Z
DOI:
https://doi.org/10.61722/jemba.v3i2.2247Keywords:
e-commerce, kepercayaan konsumen, keputusan pembelian, rating produk, ulasan onlineAbstract
This study analyzes the effect of online reviews and product ratings on purchase decisions with consumer trust as a mediating variable among Generation Z e-commerce consumers. The increasing use of e-commerce has made electronic word of mouth an important information source in reducing purchase uncertainty. This research applies a quantitative explanatory approach using data collected from 100 Generation Z respondents through an online questionnaire. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results show that online reviews have a significant effect on consumer trust and purchase decisions, both directly and indirectly through consumer trust. Product ratings significantly affect consumer trust but do not influence purchase decisions directly or indirectly. Consumer trust has a positive and significant effect on purchase decisions. These findings indicate that narrative and experience-based information is more influential than numerical ratings in shaping Generation Z’s purchasing decisions. The study implies that e-commerce platforms should focus on managing credible and informative online reviews to strengthen consumer trust.
References
Agustiningrum, D., & Andjarwati, A. L. (2021). Pengaruh Kepercayaan, Kemudahan, dan Keamanan terhadap Keputusan Pembelian di Marketplace. Jurnal Ilmu Manajemen, 9(3), 896–906. https://doi.org/10.26740/jim.v9n3.p896-906
Algifani, M. G., Faerrosa, Lady, & Widiyasti, B. D. (2025). Moderating the Influence of Online Customer Reviews and Online Customer Ratings on Purchase Intention with Live Streaming. ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship), 6(1), 37–44. https://doi.org/10.29303/alexandria.v6i1.885
Cheung, M. L., Pires, G. D., Rosenberger, P. J., & De Oliveira, M. J. (2020). Driving consumer–brand engagement and co-creation by brand interactivity. Marketing Intelligence & Planning, 38(4), 523–541. https://doi.org/10.1108/MIP-12-2018-0587
Erkan, I., & Evans, C. (2021). Social media or shopping websites? The influence of eWOM on consumers’ online purchase intentions. Journal of Marketing Communications, 24(6), 617–632. https://doi.org/10.1080/13527266.2016.1184706
Fenella, V., Ketut Giantari, I. G. A., Sukaatmadja, I. P. G., & Seminari, N. K. (2025). Peran Kepercayaan Memediasi Online Customer Review Terhadap Keputusan Pembelian Produk Fashion. E-Jurnal Manajemen Universitas Udayana, 14(2), 69. https://doi.org/10.24843/EJMUNUD.2025.v14.i2.p01
Fernandes, S., Panda, R., Venkatesh, V. G., Swar, B. N., & Shi, Y. (2022). Measuring the impact of online reviews on consumer purchase decisions – A scale development study. Journal of Retailing and Consumer Services, 68, 103066. https://doi.org/10.1016/j.jretconser.2022.103066
Hanaysha, J. R., Ramadan, H. I., & Alhyasat, K. M. K. (2025). Exploring the impact of customer reviews, website quality, perceived service quality, and product assortment on online purchase intention: The mediating role of trust. Telematics and Informatics Reports, 19, 100236. https://doi.org/10.1016/j.teler.2025.100236
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Nursafaah, A., & Khaerudin, M. W. (2025). Pengaruh Ulasan Online, Rating dan Tagline terhadap Pembelian dengan Kepercayaan Konsumen. Entrepreneur: Jurnal Bisnis Manajemen Dan Kewirausahaan, 6(2), 214–228. https://doi.org/10.31949/entrepreneur.v6i2.15189
Qiu, K., & Zhang, L. (2024). How online reviews affect purchase intention: A meta-analysis across contextual and cultural factors. Data and Information Management, 8(2), 100058. https://doi.org/10.1016/j.dim.2023.100058
Rahmawati, I. N. (2025). Pengaruh Kualitas Produk, Online Customer Review, dan Online Customer Rating Terhadap Keputusan Pembelian Dengan Kepercayaan Konsumen Sebagai Variabel Mediasi. Jurnal Impresi Indonesia, 4(5), 1799–1818. https://doi.org/10.58344/jii.v4i5.6689
Roh, T., Seok, J., & Kim, Y. (2022). Unveiling ways to reach organic purchase: Green perceived value, perceived knowledge, attitude, subjective norm, and trust. Journal of Retailing and Consumer Services, 67, 102988. https://doi.org/10.1016/j.jretconser.2022.102988
Sahrudin, K., Faddil, H. P., & Faddila, S. P. (2025a). Pengaruh Ulasan Produk dan Rating Pengguna terhadap Keputusan Pembelian di Platform E-Commerce. SENTRI: Jurnal Riset Ilmiah, 4(8), 1666–1674. https://doi.org/10.55681/sentri.v4i8.4430
Sahrudin, K., Faddil, H. P., & Faddila, S. P. (2025b). Pengaruh Ulasan Produk dan Rating Pengguna terhadap Keputusan Pembelian di Platform E-Commerce. SENTRI: Jurnal Riset Ilmiah, 4(8), 1666–1674. https://doi.org/10.55681/sentri.v4i8.4430
Salim, M., Hayu, R. S., Agustintia, D., Annisa, R., & Daulay, M. Y. I. (2023). The Effect of Trust, Perceived Risk and E-Service Quality on the Intention to Purchase of E-Commerce Consumers in Indonesia. Journal of Madani Society, 2(1), 53–66. https://doi.org/10.56225/jmsc.v2i1.178
Sari, I. N. F., & Ruslim, T. S. (2024). Peran Trust dalam Memediasi E-WOM terhadap Purchase Intention. Jurnal Manajerial Dan Kewirausahaan, 6(2), 363–370. https://doi.org/10.24912/jmk.v6i2.29839
Suman, E. F., & Kurniawati, K. (2024). How Do Trust, Customer Review and Product Risk Affect Customer Engagement in Influencing Purchase Intention in e-Commerce Transactions? Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 14(1), 201–218. https://doi.org/10.30588/jmp.v14i1.1869
Suwanto, V. L., Theodore, D., Syam, A., & Ardyan, E. (2025). Peran Mediasi Kepercayaan Pelanggan Di E-Commerce: Kepuasan Pembayaran, Kepuasan Setelah Pengiriman Dan Sikap Pelanggan. Nobel Management Review, 6(1), 16–32. https://doi.org/10.37476/nmar.v6i1.5080
Ventre, I., & Kolbe, D. (2020). The Impact of Perceived Usefulness of Online Reviews, Trust and Perceived Risk on Online Purchase Intention in Emerging Markets: A Mexican Perspective. Journal of International Consumer Marketing, 32(4), 287–299. https://doi.org/10.1080/08961530.2020.1712293
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
