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All Journal Jurnal Informatika Ekonomi Bisnis Jurnal Informatika Ekonomi Bisnis
Yunia Wardi
Departemen Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Negeri Padang
Economics, Econometrics & Finance

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Influence of Price and Brand Recognition on Online Fashion Product Purchase Decisions with Trust as a Mediating Variable on the Shopee Platform in Padang City Haris Ahmadi; Yunia Wardi
Jurnal Informatika Ekonomi Bisnis Vol. 8, No. 1 (March 2026)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v8i1.1385

Abstract

This study aims to analyze the effect of price and brand recognition on online fashion product purchase decisions on the Shopee platform in Padang City with trust as a mediating variable. This research uses a quantitative approach with a causal research design. The sampling technique used purposive sampling with a total sample of 200 respondents who are consumers in Padang City who have purchased fashion products through the Shopee platform. Research data were collected through the distribution of online questionnaires using Google Forms and analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method. The results show that Price does not influence the decision to purchase fashion products online on the Shopee platform in Padang City, brand recognition has a positive and significant effect on purchase decisions, price has a positive and significant effect on trust, brand recognition has a positive and significant effect on trust, trust has a positive and significant effect on purchase decisions, trust is able to mediate the effect of price on purchase decisions, and trust is able to mediate the effect of brand recognition on purchase decisions. These findings indicate that consumer trust is an important factor in encouraging purchase decisions in e-commerce transactions. Strong brand recognition and reasonable price perceptions can increase consumer trust and ultimately encourage purchase decisions.
Influence of Online Customer Reviews and Online Customer Ratings on Purchase Intention with Perceived Risk as an Intervening Variable on Potential Tokopedia E-Commerce Users in Padang City Arif Rahman Azwar; Yunia Wardi
Jurnal Informatika Ekonomi Bisnis Vol. 8, No. 2 (June 2026)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v8i2.1403

Abstract

This study aims to analyze the influence of online customer reviews and online customer ratings on purchase intention, with perceived risk serving as an intervening variable among potential tokopedia e-commerce users in padang city. In Particular, this study focuses on analyzing the influence of online customer reviews and online customer ratings on purchase intention, with perceived risk serving as an intervening variable, among prospective Tokopedia e-commerce users in Padang City. This study involved 272 prospective Tokopedia e-commerce users in Padang City, selected through purposive sampling based on specific criteria, using SmartPLS Version 3.0 for data analysis to test the relationships within the SEM model. The results indicate that online customer reviews and online customer ratings have a direct influence on purchase intention, with perceived risk serving as an intervening variable. The findings confirm that all hypotheses are supported. Online customer reviews and online customer ratings were found to have a positive and significant influence on purchase intention, both directly and through perceived risk as an intervening variable. Additionally, perceived risk alone has a significant impact on determining consumer purchase intention. These findings indicate that online customer reviews and ratings play a crucial role in enhancing consumer purchase intention and are capable of minimizing perceived risk, thereby serving as an effective strategy for e-commerce platforms to build user trust and loyalty.
Influence of Online Customer Reviews and Online Customer Ratings on Purchase Intention with Perceived Risk as an Intervening Variable on Potential Tokopedia E-Commerce Users in Padang City Arif Rahman Azwar; Yunia Wardi
Jurnal Informatika Ekonomi Bisnis Vol. 8, No. 2 (June 2026)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v8i2.1403

Abstract

This study aims to analyze the influence of online customer reviews and online customer ratings on purchase intention, with perceived risk serving as an intervening variable among potential tokopedia e-commerce users in padang city. In Particular, this study focuses on analyzing the influence of online customer reviews and online customer ratings on purchase intention, with perceived risk serving as an intervening variable, among prospective Tokopedia e-commerce users in Padang City. This study involved 272 prospective Tokopedia e-commerce users in Padang City, selected through purposive sampling based on specific criteria, using SmartPLS Version 3.0 for data analysis to test the relationships within the SEM model. The results indicate that online customer reviews and online customer ratings have a direct influence on purchase intention, with perceived risk serving as an intervening variable. The findings confirm that all hypotheses are supported. Online customer reviews and online customer ratings were found to have a positive and significant influence on purchase intention, both directly and through perceived risk as an intervening variable. Additionally, perceived risk alone has a significant impact on determining consumer purchase intention. These findings indicate that online customer reviews and ratings play a crucial role in enhancing consumer purchase intention and are capable of minimizing perceived risk, thereby serving as an effective strategy for e-commerce platforms to build user trust and loyalty.
Co-Authors Arif Rahman Azwar Haris Ahmadi