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Pengaruh Kepercayaan Konsumen dan Harga Produk yang Dimediasi e-WOM terhadap Keputusan Pembelian di Platform Shopee Ninggar Agustina Cindya Putri; Siska Hadiyanti; Andriya Risdwiyanto; Sabilla Saberina
Jurnal Ekonomi Manajemen Akuntansi Vol. 31 No. 2 (2025): JURNAL EKONOMI MANAJEMEN AKUNTANSI
Publisher : sekolah Tinggi Ilmu Ekonomi Dharma Putra Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59725/ema.v31i2.388

Abstract

This study aims to analyze the influence of consumer trust and product price, mediated by e-WOM (electronic word-of-mouth), on purchase decisions on the Shopee platform. A quantitative approach was used, with a sample of 75 undergraduate students living in boarding houses in the Special Region of Yogyakarta who shop on Shopee. Data were collected via questionnaires and analyzed using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with SmartPLS version 4. The results show that consumer trust and product price have a significant positive influence on purchase decisions, both directly and indirectly through e-WOM. This confirms the vital role of user reviews and recommendations in the decision-making process. The study provides strategic implications for e-commerce platforms and guidance for consumers. In addition, this study also provides guidance for consumers in considering factors that influence purchasing decisions on online platforms and educate them to be more careful in assessing available information before making a purchase. Overall, the results of this study underscore the important role of consumer trust, product price, and e-WOM in shaping purchasing decisions on e-commerce platforms.
Co-Authors Aat Ruchiat Nugraha Abd Halim Abror Abror Abu Muna Almaududi Ausat Adi Suroso Adyk Marga Raharja Afridhianika, Annisa Nugraheni AGUS DWI SANTOSO Agustina, Wiwit Ahmad Rodli Setyoko Almansyah Rundu Wonua Alvionita Paru, Maria Ambarwati, Retnoning Andreas Recki P. Andry Mochamad Ramdan Andy Rachman Anggoro Dwi Cahyo Anita Bawaiqki Wandanaya Ardiyanto Maksimilianus Gai Arief Yanto Rukmana Arief, Zaenal Arif Saefudin Artino, Adi Arum Rakhmasari Octivaningsih Asminar Mokodongan Asri Ady Bakri Astuti, Enny Diah Bagus Hari Sugiharto Bambang Arianto Bambang Irjanto Bambang Irjanto Bambang Sugeng Dwiyanto Bambang Sugeng Dwiyanto Bambang Sugeng Dwiyanto Basu Swastha Dharmmesta Bayu Adhi Nugroho Bekti Setiadi Bekti Utomo Bilgies, Ana Fitriyatul Christ Windreis Citra Arta, Deddy Novie Cleary Ria Patricia Raranta Damir Pada Devi Andriyani Devi Yuliantina Dewa Oka Suparwata Dewi Endah Fajariana, Dewi Endah Diah Fatma Sjoraida Dita Kusuma Sari Dita Rosyalita Djoko Widagdo Djoko Wijono Djoko Wijono Djoko Wijono Djoko Wijono, Djoko Dominica Maria Ratna Tungga Dewa Dwi Dersmi Selan Effendy, Femmy Eki Candra Elan Rusnendar Erminati Pancaningrum Eva Yuniarti Utami Evi Sirait Firdaus Yuni Dharta Frans Sudirjo Frans Sudirjo G. Gunawan Geofakta Razali Ghalib Suprianto Ghalib Suprianto Gusti Noorlitaria Achmad Hadi, Anto J. Hadiansyah Ma’sum Hadiansyah Ma’sum Hamdiah Hanata, Reza Yonatan Hendra Hendri Khuan Henny Dwijayani Hertini, Etty Sri Hikmah Widi, Riantin Hizbul Khootimah Azzaakiyyah I Ketut Suada I Nyoman Tri Sutaguna I Putu Agus Dharma Hita Ibrahim, Mozart Malik Ilham Arief Ilvano Iswandi Ina Sawitri Inaya Sundari Rahmawati Irjanto, Bambang Irsan Herlandi Putra Itot Bian Raharjo Izharuddin Pagala Jamaluddin Majid Jeffriansyah Dwi Sahputra Amory Jemadi Jemadi Jemadi Jemadi Jemadi Jemadi Jemadi Jemadi Jemadi Jemadi, Jemadi Johni Eka Putra Joko Ariawan Judijanto, Loso Karnoto . Khuan, Hendri Kiki Farida Ferine Kraugusteeliana Kraugusteeliana Kusnadi, Iwan Henri Kusnanto Darmawan Kusumawati, Diana Anggraini La Mema Parandy Laili Savitri Noor Lena Ellitan Leo Nardo Setia Budi Djojo Loso Judijanto Lova, Anggil Nopra Luckhy Natalia Anastasye Lotte Lulu Ulfa Sholihannisa M. Rafid Malik, Mirza A. Median Wilestari Melvin Krisdiana Djami Rane Metris, Diksi Moh Gifari Sono Muammar Revnu Ohara Muh. Arfah Muhamad Akbar Muhamad Risal Tawil Muhammad Ade Kurnia Harahap Muhammad Hazmi Muhammad Sabir Muhammad Yusuf MUHAMMAD YUSUF Musran Munizu Mustafa, Fahrina Nabila Rama Yunita Nada Novia Deswira Naufal Haidar Ahmada Nazaruddin Ahmad Ninggar Agustina Cindya Putri Ninggar Agustina Cindya Putri Ninggar Agustina Cindya Putri Nita Dwi Setiawati Nuraini, Luthfi Nuralam Nuralam Nuralam Syamsuddin Nurani, Putri Ana Nurjanna Ladjin Nurlaili Rahmi Okta Eka Putra Oliviane Oroh Perengki Susanto Pilifus Junianto Pramuditha Nanda Saputro Putriana Nurani Raden Andi Sularso, Raden Andi Radityo suksmaneng daru Rani Eka Arini Reina A. Hadikusumo Retno Sawitri Wulandari Riesna Apramilda Rina Sovianti Ristanti Akseptori Rival Pahrijal Riyanti, Apriani Rizky Maulana Fadillah Saberina, Sabilla Saktya Ganes Saputra Saling Saling Samuel Alfonso Sugiyanto Samuel PD Anantadjaya Sari, Marta Widian Saripermanik Budayanti Scherly Hansopaheluwakan Sidjabat, Sonya Siska Hadiyanti Siska Hadiyanti Sivy Sondari Gadzali Sri Wahyuning Sulaeman, Moh. Muklis Suroso, Adi Suryanti Susatyo Handoko Tanti Widia Nurdiani Tanti Widia Nurdiani Tanti Widia Nurdiani Teddy Indira Budiwan Theresia Chrisna Putri Tyahya Whisnu Hendratni Utami, Eva Yuniarti Utomo, Jepri Violin, Vivid Wahyuni Sri Astutik Widyastuti Widyastuti Widyastuti Widyastuti Wilson Muid Yayat Suharyat Yeni Yogi Nurfauzi Yuli Kurniyati