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All Journal JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK Journal of Innovation in Business and Economics Revitalisasi : Jurnal Ilmu Manajemen Jurnal Inovasi Ekonomi Otonomi e-Jurnal Apresiasi Ekonomi
Mutiara, Nisa
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Industrial & Manufacturing Engineering Social Sciences Transportation

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Peran Social Proof Dalam Bentuk Customer Review Dalam Mendorong Impulsive Buying Generasi Z Pada Platform Shopee Dengan Risk Perception Sebagai Variabel Mediasi (Studi Pengguna Di Kota Kediri) Jufri, Ichwan; Rusandi, Deby Satyo; Mutiara, Nisa
REVITALISASI : Jurnal Ilmu Manajemen Vol 15 No 1 (2026): REVITALISASI : Jurnal Ilmu Manajemen
Publisher : Universitas Islam Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32503/revitalisasi.v15i1.9053

Abstract

The rapid growth of e-commerce in Indonesia has reshaped consumer behavior, especially among Generation Z as activeShopee users. This study investigates the role of customer reviews in influencing impulsive buying with risk perceptionas a mediating variable. Using a quantitative survey of 400 Gen Z respondents in Kediri and analyzed with SEM-PLS, the findings reveal that customer reviews significantly affect risk perception, where credible reviews lower perceivedrisk. Lower risk, in turn, increases impulsive buying. Interestingly, customer reviews show a negative direct effect onimpulsive buying, indicating that detailed reviews encourage rationality. However, they exert a positive indirect effectthrough reduced risk perception. These results highlight how social proof shapes Gen Z’s digital consumption and provideinsights for e-commerce strategies
Co-Authors Adeosandi, Ferdian ahmad yani Aquinas, Fahmi Arisyahidin, Arisyahidin Bahiyya, Faridatul Cahyanto, Agus Budi damayanti, pamela Dian Ermawati Eka Askafi Hafidoh, Siti Nur Handayani, Sri Jufri, Ichwan Mahardhika, Ginanjar Galang Mega Hastuti, Sri Wahyuni Mulyaningtyas, Ratna Dewi Mustofa, Galaxy Partantini, Ari Rakhma Purnomoningrum, Sella Dyah Raden Mohamad Herdian Bhakti Ratna Dewi Mulyaningtiyas Retnawati, Dyah Rusandi, Deby Satyo Sanjaya, Elok Sari, Dita Natalia Setyawan, Wawan Herry Sulistyawati, Asih Susanti, Titin Suwasono, Edy Yaqin, Muhammad Husnul