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All Journal Jurnal Nasional Manajemen Pemasaran dan SDM
Ashari, Riki Aksan Aji
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Economics, Econometrics & Finance Social Sciences

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Peran Perceived Value Dalam Memediasi Pengaruh E-Wom Terhadap Minat Beli Mahasiswa Generasi Z di Universitas Perjuangan Tasikmalaya (Shopee Case Study) Ashari, Riki Aksan Aji; Huhamad Pauzy, Depy; Nafilah Faza, Shita; Nugraha, Helmi; Husni Herlisana Putra, Fajril
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 7 No. 1 (2026): International journal of marketing & Human Resourches Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v7i1.3315

Abstract

This research aims to analyze the role of perceived value in mediating the effect of electronic word of mouth (e-WOM) on the purchase intention of Generation Z students who use Shopee at Universitas Perjuangan Tasikmalaya. This study employed a quantitative, survey-based approach. The sampling technique used was purposive sampling with a total of 100 respondents who had previously made purchases through Shopee. Data were collected using an online questionnaire measured with a five-point Likert scale. . The results indicate that e-WOM has a positive and significant effect on both perceived value and purchase intention. Furthermore, perceived value has a positive and significant effect on purchase intention and partially mediates the relationship between e-WOM and purchase intention. These findings suggest that user-generated content, such as reviews and recommendations on the Shopee platform, enhances consumers’ perceived value, thereby increasing their purchase intention.
Co-Authors Huhamad Pauzy, Depy Husni Herlisana Putra, Fajril Nafilah Faza, Shita Nugraha, Helmi