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All Journal Jurnal Ekonomi dan Bisnis GROWTH (JEBG) Jurnal Mahasiswa Entrepreneur GUNAVATTA
Ika Wahyuni
Universitas Abdurachman Saleh Situbondo
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences Other

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ANALISIS PENGARUH ONLINE CUSTOMER REVIEW, KUALITAS PRODUK DAN KERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING PADA KONSUMEN SHOPEE MERCHANDISE K-POP (Studi Kasus Pada Pengguna Aplikasi Shopee Mahasiswa Fakulta Kiswatus Salimah; Ika Wahyuni; Randika Fandiyanto
Jurnal Mahasiswa Entrepreneurship (JME) Vol 4 No 6 (2025): JUNI 2025
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v4i6.6936

Abstract

The growth of e-commerce and the rising popularity of Korean pop culture (K-pop) have driven increased consumption of merchandise through online platforms, particularly Shopee. This study aims to analyze the influence of online customer reviews, product quality, and product variety on purchase decisions, with purchase intention as an intervening variable. Employing a quantitative approach, the study targets students of the Faculty of Economics and Business at Abdurachman Saleh University, Situbondo. The sample was determined using simple random sampling and the Slovin formula, yielding 88 respondents. Data were collected through a questionnaire and analyzed using SmartPLS 3.0 software. The results indicate that online customer reviews and product quality have a positive, albeit statistically insignificant, influence on purchase intention, while product variety has a significant influence. All three independent variables have a significant impact on purchase decisions. However, purchase intention does not significantly affect purchase decisions and does not mediate the relationship between the independent variables and purchase decisions. These findings offer valuable insights for K-pop merchandise sellers on e-commerce platforms, informing the formulation of more effective marketing strategies.
Co-Authors Adelia Lutfiah Sari Ahmad Zaini Alfa Ayu Miftakhul Jannah Andika Dwitama Anita Yoan Pratiwi Ardhya Yudistira Adi Nanggala Arif Afandi Bagas Marta Wahyuda Deyantoro Safian Dwi Perwitasari Wiryaningtyas Ediyanto Ediyanto Eliza Khairotun Nisak Fatimatuz Zehro Febri Ariyantiningsih Feby Eka Nur Yuliana Fitri Utami Wayan Sari Intan Sardin Tika Isa Rusianti Khoriratul Atiyah Khosnul Khotimah Kiswatus Salimah Lita Permata Sari Lusiana Tulhusnah M. Hartono Cahyo Wijoyo minullah minullah Muhamamd Yusuf Ibrahim Muhammad Afifuddin Muhammad Iqbal Anshory Muhammad Iqbal Anshory Nadiah Silviana Nazilatul Rizqiyana Nurul Aghniyak Puryantoro P Randika Fandiyanto Ricky Hidayat Riza Rachman Sari, Rini Kartika Siti Fatiatur Rohma Siti Fatimatul Munawaroh Siti Soeliha Triska Dewi Pramitasari Triska Dwi Pramitasari Yusfan Ferdiansyah Zilfin Nabela Firdansiyah