Pengaruh E-Wom Terhadap Niat Beli Pada Platform Shopee Yang Dimediasi Oleh Kepercayaan Emosional (Studi Pada Generasi Z Di Bandar Lampung)

Muhammad Ghani Albar (Management Department, Fakultas Ekonomi dan Bisnis, Universitas Lampung)
Yuniarti Fihartini (Management Department, Fakultas Ekonomi dan Bisnis, Universitas Lampung)

Journal of Business Economics and Management
Vol. 2 No. 4 (2026): April - Juni

This study aims to analyze the effect of electronic word of mouth (e-WOM) on purchase intention with emotional trust as a mediating variable among users of the Shopee e-commerce platform, particularly Generation Z in Bandar Lampung. The background of this research is based on the rapid growth of e-commerce, where consumers tend to rely on online reviews and recommendations as the main source of information before making purchasing decisions. In addition, emotional aspects such as trust play an important role in influencing consumer purchase decisions. This study uses a quantitative approach with data collection techniques through questionnaires distributed to respondents who meet the research criteria. The data analysis method used is Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results show that e-WOM has a positive and significant effect on purchase intention and also has a positive and significant effect on emotional trust. Furthermore, emotional trust has a positive and significant effect on purchase intention and is able to significantly mediate the effect of e-WOM on purchase intention. Therefore, it can be concluded that e-WOM and emotional trust are important factors in increasing consumer purchase intention on the Shopee e-commerce platform.