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Susi Evanita
Universitas Negeri Padang
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Journal : Jurnal Taman Vokasi

 1 
The effect of relative advantage and e-wom on consumer attitudes in online shopping mediated by trust Saputra, Febry Elbi; Sari, Sefni Novita; Evanita, Susi
Jurnal Taman Vokasi Vol 13 No 1 (2025): In Press
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/jtvok.v13i1.19296

Abstract

This study aims to analyze the effect of relative advantage and Electronic Word of Mouth (E-WOM) on consumer attitudes in online shopping with trust as a mediating variable. Given the rapid growth of e-commerce in Indonesia, understanding the factors that shape consumer trust and purchasing decisions is crucial for businesses and policymakers. This study uses a quantitative approach with a descriptive survey method. Data was collected through an online questionnaire from 114 respondents selected using the purposive sampling technique. The research model was analyzed using Structural Equation Modeling (SEM) with SmartPLS 4 to test the direct relationship and mediation between variables. The results show that relative advantage and E-WOM have a positive and significant effect on consumer trust, which in turn affects their attitude towards online shopping. The role of trust mediation strengthens the relationship between these factors and consumer attitudes, emphasizing that trust is the main determinant in shaping consumers' positive perceptions of e-commerce transactions. The implications of the findings of this study provide theoretical insights into the mechanism of consumer trust in e-commerce as well as practical recommendations for businesses to improve product advantage and manage customer reviews effectively. In addition, policymakers are encouraged to implement stricter regulations related to transaction security, data protection, and consumer rights to create a more trusted digital market ecosystem. Further research is suggested to expand the scope of demographics and add other variables, such as risk perception and user experience, to gain a more comprehensive understanding of consumer behavior in e-commerce.
Co-Authors Abel Tasman Abror Abror Ainil Mardiah Aisyah, Nabila Alvi Syukriman Andini Khairunnisa Anggi Putri Kurniadi anggraini, Syafrida Anwar, Kendis Arfan Zaky Wiadri Armiati Armiati Armiati Astuti, Kristiana Atika Zahari Awwali Fitri, Sururi Ayang Marsnely Batubara, Hani Maisyarah Bimbo Novriandri Candra, Yuni Chairil, Arsala Bilhuda Chichi Andriani, Chichi Citra Ramayani Delvia Safitri Delvia Safitri Delvia Dilla Alstra Dilla Engla Sari Dwi Fitrian Armazura Dwita, Vidya Rini Dwita, Vidyarini Elfadhli Elfadhli Eliya Pebriyeni Eliza Eliza Elza Seprina Engla Desnim Silvia Fadhilah Fauzi, Nailatul Fadilla Yessa Fadli Muzdalifah Fadliyah, Chairati Fandora, Karmila Fataras Larasti Fazri, Indah Lailatul Febrina, Suci Fri Yatmi Friyatmi Friyatmi Friyatmi Gesit Thabrani Hagi Arfilindo Hamdi Nur Hani Maisyarah Batubara Haryati, Resti Indrayuda Indrayuda Irfan Maulana Irvan, Puji Ananda Israndy, Israndy Ivan Afandi Jessica Aulia Putri Kafyanti Nurmeli Kafyanti Nurmeli Kendis Anwar Kristiana Astuti Larisya Syawalki Lismen, Susi M Topit Hidayat M. Yasrin Syahputra Monica Ihsan Almauiza Mufida Tullaili Muhammad Hanif Muhammad Zufaldi Murni Jaya, Syams NABILLAH, SALSA Nadhilla Sari Nauffal Navarone Nora Susanti Norazizah, Siti Novia Indriani Nur Wahid, Reza Nurmeli, Kafyanti Okta Shafira, Adhe Putri, Atika Dwi Putri, Jessica Aulia Rahayu, Silvia Rahmat Hidayat Rahmi, Yuri Rahmona, Fitria Reni Anggraeni Reza Nur Wahid Ria Wijayanty Rina Susanti Rio Nardo RIO NARDO Riska Abdilah Nasution Rita Syofyan Rizki Nanda Rizky Aulya, Vivi Rosalina Rosalina Safitri, Delvia Safitri, Windy Sandi, Hendrik Heri Saputra, Febry Elbi Sari, Nadhila Sari, Sefni Novita Siregar, Eva Anzani Sirli Melinda Sofya, Rani Sri Arita SRI RAHAYU Susi Lismen Susi Lismen Susi Novita Syahrizal Syahrizal Syahrizal Syahrizal Syams Murni Jaya Syams Murni Jaya Syofyan, Rita Syukirman, Alvi Telsi Divya Tora, Topit Trinanda, Okki Trinanda, Okki Try Wahyu Purnomo Tuti Kamila Sukma Tuti Kamila Sukma Wahid, Reza Nur Wanda Putra, Riki Whyosi Septrizola Wulandari, Riri Yelnita Yelnita Yelnita Yelnita Yendi, Meizi Syafri Yessa, Fadilla Youmil Abrian Yulhendri Yulhendri Yuli Sandra, Reza yulihendri, cici Yuni Candra Yunia Wardi Zul Asri Zul Fahmi Zul Fahmi Zul Fahmi