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All Journal Jurnal Pustakawan Indonesia JAM : Jurnal Aplikasi Manajemen EKONOMIS : Journal of Economics and Business SEIKO : Journal of Management & Business Nusantara Journal of Information and Library Studies (N-JILS) Jurnal Ilmiah Edunomika (JIE) Community Engagement and Emergence Journal (CEEJ) Jurnal Riset Bisnis dan Manajemen Jurnal Manajemen dan Bisnis Kreatif Jurnal Abdimas Bina Bangsa Jurnal Pustakawan Indonesia Journal of Management and Social Sciences Journal of Sustainable Community Service Jurnal Informatika Ekonomi Bisnis Journal of Economics and Management Scienties Escalate : Economics and Business Journal
Cucu Hodijah
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Mathematics Social Sciences Transportation Other

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The Power of Shopee Mall Branding in Reducing Counterfeit Risk and Increasing Purchase Intention Among Gen Z Bella Hartati; Cucu Hodijah; Fatimah Abdillah
Journal of Management and Social Sciences Vol. 5 No. 2 (2026): May: Journal of Management and Social Sciences
Publisher : Sekolah Tinggi Ilmu Administrasi (STIA) Yappi Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimas.v5i2.2538

Abstract

The growth of e-commerce has made online marketplaces a major channel for purchasing fashion products, yet it has also increased consumer concerns about counterfeit goods, especially in shoes and sneakers. This study examines the role of Shopee Mall Signal Perception in increasing Purchase Intention for original shoes among Gen Z consumers by considering the mediating roles of Perceived Shopping Security and Decision Convenience. A quantitative explanatory approach was used, involving 239 Gen Z Shopee users in Indonesia selected through purposive sampling. Data were collected through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling with SmartPLS. The findings show that Shopee Mall Signal Perception positively affects Perceived Shopping Security (β = 0.430), Perceived Shopping Security improves Decision Convenience (β = 0.399), and Decision Convenience increases Purchase Intention (β = 0.359). Shopee Mall Signal Perception also has a direct effect on Purchase Intention (β = 0.182), while the serial mediation effect through Perceived Shopping Security and Decision Convenience is significant (β = 0.062). These findings imply that marketplace labels can function as authenticity signals that reduce uncertainty, simplify consumer decisions, and strengthen confidence in purchasing original products online.
Co-Authors Ade Nurhayati Kusumadewi Ajeng Intan Legi Novita Sarip Albar, Fauzan Manafi Amna Mawardi Amna, Amna Bumandava Eka, Andi Primafira Deden Sutisna Delis Fathonah, Neneng Dewatmoko, Santo Farhan Hamdalah Fatimah Abdillah Gusyana, Dadang H.ASEP, H. ASEP JAMALUDIN,SE.,MM Hartati Hartati Hendrayani, Eka Hendriyanto, Yoga Heriyana, H Intan, Amalia Juliana Monika Kurniadi, Wandi Kusnara, Hasti Pramesti Maria, Santi Mariana F, R.Adjeng Mariana Rachmawati Marwan Effendi Melda Yunita Munziar, Fahri Munziar, Fakhri Nazara, Desman Serius Novitasari, Yuli Nugroho, Anton Priyo Priyana, Indarta Rahayu, Hilda Sri Rika Solihah, Rika Santo Dewatmoko Shinta Rahmani Sri Yulianti Suharno Pawirosumarto Suprianto, Ghalib Suryathi, Wayan Tarigan, Miska Irani Teuku Zulkarnaen Tonny Yuwanda Umban Adi Jaya Winarni, Riani Yuaningsih, Lilis