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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar Agroekoteknologi Tropika Lembab Jurnal Onoma: Pendidikan, Bahasa, dan Sastra Ulumuna: Jurnal Studi Keislaman Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Journal on Education and Teacher Professionalism Jurnal Ilmiah Ekonomi dan Manajemen Jurnal Pengabdian Masyarakat dan Riset Pendidikan JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI ADM : Jurnal Abdi Dosen dan Mahasiswa Jurnal Pengabdian Indonesia
nurul kholifah
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Peran Kepercayaan Konsumen sebagai Mediasi Ulasan Online dan Rating Produk terhadap Keputusan Pembelian E-Commerce Generasi Z Tiana Fika Sari; Nurul Kholifah
JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Vol. 3 No. 2 (2026): MARET 2026
Publisher : CV. KAMPUSA AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jemba.v3i2.2247

Abstract

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.
Co-Authors ABDUL MUIN Ahmad Fauzan Ari Ambarwati Choirin Nisa Edita Rachma Kamila Ekawati Fatimatuz Zahro Hurum, Hurum Azzahra Amaliya Ike Suharwati Jailani Kalina Dewantara Khoirin Nashiroh Khoirur Rizal Luluk Ernawati Mohammad Romadhon Habibullah Muhammad Burhan Rokbani Nia Rohmatul Fadhilah Nur Afiqfah Nur Alfan Nurkhana Aliyah Nurul Hidayah Riyadini Riyan Utami Selnistia Hidayani Siti Badrotul Maghfiroh Siti Hanifatul Hidayah Siti Ramadhani Sri Purwati Suharwati Tiana Fika Sari Very Andrianingsih Viola De Yusa