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All Journal Journal of Management - Small and Medium Enterprises (SME's)
Fauziya, Rafida Aviola Hana
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Economics, Econometrics & Finance

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PENGARUH FAKE BUYER DAN FAKE REVIEW TERHADAP PURCHASE INTENTION PRODUK FASHION PADA MARKETPLACE SHOPEE DENGAN TRUST SEBAGAI VARIABEL INTERVENING Fauziya, Rafida Aviola Hana; Isa, Muzakar
Journal of Management Small and Medium Enterprises (SMEs) Vol 17 No 3 (2024): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v17i3.19288

Abstract

This study aims to determine the effect of fake buyers and fake reviews with trust as a mediating variable on purchase intention. This study employs a quantitative research approach, drawing on a sample of 105 sellers from the Shopee marketplace. Data collection was conducted through the distribution of online questionnaires via Google Forms, with each question item evaluated using a Likert scale. For data analysis, the Partial Least Squares (PLS) method was utilized, and processed through the SmartPLS 4 software. The findings reveal that both fake buyers and fake reviews exert a positive impact on consumer trust. Furthermore, fake buyers and consumer trust influence purchase intention, whereas fake reviews do not directly affect purchase intention. However, trust plays a mediating role in the relationship between fake buyers and fake reviews with purchase intention. These results underscore the pivotal role of trust as a mediator in the dynamics between fake buyers, fake reviews, and purchase intention. Sellers should not only rely on short-term tactics such as fake buyers and fake reviews but also implement sustainable and ethical marketing strategies to build long-term consumer trust and loyalty. Keywords: Fake Buyer; Fake Review; Purchase Intention; Trust
Co-Authors Muzakar Isa