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All Journal Jurnal Ekonomi Manajemen Akuntansi Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis Jurnal Ilmiah Manajemen Dan Kewirausahaan
Ninggar Agustina Cindya Putri
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Online Customer Review dan Customer Satisfaction terhadap Repurchase Intention pada Produk Fashion Erigo di Shopee Siska Hadiyanti; Ninggar Agustina Cindya Putri; Elan Rusnendar; Andriya Risdwiyanto; Okta Eka Putra
Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis Vol. 2 No. 1 (2025): Juni : Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/prosemnasimkb.v2i1.196

Abstract

This study examines the influence of online customer reviews and customer satisfaction on repurchase intention for Erigo fashion products sold on Shopee. The research is motivated by the rapid growth of local fashion sales on e-commerce platforms, yet the Erigo brand shows relatively low repurchase intention despite receiving many positive ratings. This gap between consumer expectations and actual experiences highlights the importance of satisfaction in driving loyalty. The study adopts a quantitative approach with descriptive and verificative methods. The population consists of Shopee consumers who have purchased Erigo products, with purposive sampling applied. A total of 362 valid responses were analyzed after outlier removal from 385 initial respondents. Descriptive results indicate that online customer reviews are categorized as very high (4.40), customer satisfaction as high (4.08), and repurchase intention as good (3.95). The findings show that online customer reviews contribute 47.70%, customer satisfaction 57.10%, and both variables jointly 59.60% to repurchase intention. Hypothesis testing confirms significant partial and simultaneous effects of both predictors on repurchase intention.
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 Ilmiah Manajemen dan Kewirausahaan Vol. 3 No. 3 (2024): September: Jurnal Ilmiah Manajemen dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimak.v3i3.5847

Abstract

This study explores the extent to which consumer trust and product price shape purchase decisions on the Shopee platform, with electronic word-of-mouth (e-WOM) functioning as an intervening factor. Employing a quantitative approach, the research involved a sample of 75 undergraduate students residing in boarding houses across the Special Region of Yogyakarta, all of whom are active Shopee users. Data were obtained through structured questionnaires and processed using Structural Equation Modeling (SEM) with the Partial Least Square (PLS) technique through SmartPLS version 4. The findings demonstrate that consumer trust and product price exert a significant and positive influence on purchase decisions, both in direct pathways and through the mediating role of e-WOM. This suggests that online reviews, shared experiences, and user-generated recommendations play a pivotal role in shaping consumers’ perceptions and motivating their final choices. The study emphasizes that trust in sellers, perceived price fairness, and the credibility of digital word-of-mouth collectively strengthen consumers’ confidence before making a purchase. These results offer meaningful implications for e-commerce platforms seeking to optimize customer engagement strategies, while also providing consumers with insights into factors that can guide more deliberate and informed buying decisions.
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 Andriya Risdwiyanto Elan Rusnendar Putra, Okta Eka Saberina, Sabilla Siska Hadiyanti