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Published by Universitas Muslim Indonesia
ISSN : -     EISSN : 26206196     DOI : https://doi.org/10.57178/jer.v6i1
Core Subject : Economy, Humanities, Science,
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
Jurnal Economic Resource_(JER) is open access. This journal is published in _ March & September. Journal of Economic Resources|e-ISSN 2620-6196] is a peer-reviewed journal published twice a year (March & September) by the Faculty of Economics and Business, Universitas Muslim Indonesia_UMI. Journal of Economic Resource is a research work to publish articles that report the results of Economics. The Journal of Economic Resources invites manuscripts on various topics in Economics but not limited to Functional Development Economics; entrepreneurship; Management Development; and Accounting.
Arjuna Subject : Ilmu Ekonomi, Ekonometrika dan Keuangan (semua kategori) - Ilmu Ekonomi, Ekonometrika dan Keuangan (Lain-Lain)
Articles 581 Documents
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The Effect of Online Customer Reviews, Influencer Marketing, and Website Quality on Online Purchase Decisions at Shopee with Consumer Trust as A Mediation Variable Rochmattunisa, Rochmattunisa; Saputro, Edy Purwo
Jurnal Economic Resource Vol. 9 No. 1 (2026): October - March
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v9i1.2282

Abstract

This research investigates the impact of Online Customer Reviews, Influencer Marketing, and Website Quality on online purchasing behavior at Shopee, with Consumer Trust acting as a mediating variable. Using a quantitative methodology, data were collected from 120 Shopee users in Indonesia via an online survey and subsequently analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that Online Customer Reviews, Influencer Marketing, and Website Quality exert positive, statistically significant effects on both purchasing decisions and consumer trust. Furthermore, consumer trust demonstrates a considerable positive influence on purchasing decisions and mediates the connection between all independent variables and purchasing decisions. These results underscore the pivotal role of trust in enhancing the efficacy of digital marketing strategies. From a practical perspective, the research recommends that e-commerce platforms prioritize authentic customer reviews, credible influencers, and high-quality websites to foster consumer trust and stimulate online purchasing behavior.

Page 59 of 59 | Total Record : 581

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