Pengaruh Kredibilitas Informasi dan Sentimen Electronic Word of Mouth Terhadap Customer Empowerment Pembelian Tumbler di E-Commerce Shopee

Noer Fhadya Dwi Aninda (Politeknik Negeri Jakarta)
Iis Mariam (Politeknik Negeri Jakarta)
Arizal Putra Pratama (Politeknik Negeri Jakarta)
Nining Latianingsih (Politeknik Negeri Jakarta)
Ratri Kurniasar (Politeknik Negeri Jakarta)

Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025

This study aims to analyze the influence of Information Credibility and Electronic Word of Mouth on Customer Empowerment in the purchase of tumbler products on the Shopee e-commerce platform. The research employed an associative quantitative approach with data collected through an online questionnaire distributed to 150 respondents in Bekasi City who has purchased a tumbler within the last six months. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) of SmartPLS 4.0 software. The results show that both Information Credibility and Electronic Word of Mouth Sentiment have a significant effect on Customer Empowerment, both partially and simultaneously. These findings affirm that access to accurate information and relevant reviews can enhance consumer confidence and engagement in the purchasing process, thereby strengthening consumer empowerment. This research offers valuable insight into improving the quality of product information and managing consumer reviews to encourage more informed and participatory purchasing decisions.