Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Jurnal Minds: Manajemen Ide dan Inspirasi
Usman, Nurul Afifah
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Can Trust Be Streamed? The Influence of Digital Voices on Gen Z’s Repurchase Intention Suziana, Suziana; Usman, Nurul Afifah; Verinita, Verinita
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 12 No 2 (2025): December
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v12i2.58429

Abstract

This study aims to examine the influence of online customer review, rating, and live streaming on trust and repurchase intention among Generation Z consumers in Padang, Indonesia. This paper contributes to digital marketing literature by exploring the mediating role of trust in e-commerce fashion purchases via Shopee. Using a quantitative approach, a purposive sampling method was applied to collect data from 200 Gen Z respondents who had purchased fashion products on Shopee within the last six months. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that online reviews and ratings significantly affect both trust and repurchase intention, while live streaming impacts trust but not directly repurchase intention. Trust also mediates the relationship between review and repurchase intention, and between live streaming and repurchase intention. These findings suggest that trust is a key driver of customer loyalty in digital commerce, especially among Gen Z.
Co-Authors Suziana, Suziana Verinita, Verinita