Pengaruh Kepercayaan Konsumen dan Harga Produk yang Dimediasi e-WOM terhadap Keputusan Pembelian di Platform Shopee

Ninggar Agustina Cindya Putri ; Siska Hadiyanti ; Andriya Risdwiyanto ; Sabilla Saberina
JURNAL EKONOMI MANAJEMEN AKUNTANSI 📅 2025 Vol 31, No 2 🔗 DOI: 10.59725/ema.v31i2.388
Abstract
This study aims to analyze the influence of consumer trust and product price, mediated by e-WOM (electronic word-of-mouth), on purchase decisions on the Shopee platform. A quantitative approach was used, with a sample of 75 undergraduate students living in boarding houses in the Special Region of Yogyakarta who shop on Shopee. Data were collected via questionnaires and analyzed using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with SmartPLS version 4. The results show that consumer trust and product price have a significant positive influence on purchase decisions, both directly and indirectly through e-WOM. This confirms the vital role of user reviews and recommendations in the decision-making process. The study provides strategic implications for e-commerce platforms and guidance for consumers. In addition, this study also provides guidance for consumers in considering factors that influence purchasing decisions on online platforms and educate them to be more careful in assessing available information before making a purchase. Overall, the results of this study underscore the important role of consumer trust, product price, and e-WOM in shaping purchasing decisions on e-commerce platforms.
Keywords
Consumer Trust; e-WOM; Product Price; Purchasing Decision; Shopee
How to Cite

Ninggar Agustina Cindya Putri, et al. (2025). Pengaruh Kepercayaan Konsumen dan Harga Produk yang Dimediasi e-WOM terhadap Keputusan Pembelian di Platform Shopee. JURNAL EKONOMI MANAJEMEN AKUNTANSI, 31(2). https://doi.org/10.59725/ema.v31i2.388

Ninggar Agustina Cindya Putri; Siska Hadiyanti; Andriya Risdwiyanto; Sabilla Saberina, "Pengaruh Kepercayaan Konsumen dan Harga Produk yang Dimediasi e-WOM terhadap Keputusan Pembelian di Platform Shopee," JURNAL EKONOMI MANAJEMEN AKUNTANSI, vol. 31, no. 2, 2025.

Ninggar Agustina Cindya Putri; Siska Hadiyanti; Andriya Risdwiyanto; Sabilla Saberina. "Pengaruh Kepercayaan Konsumen dan Harga Produk yang Dimediasi e-WOM terhadap Keputusan Pembelian di Platform Shopee." JURNAL EKONOMI MANAJEMEN AKUNTANSI, vol. 31, no. 2, 2025.

Ninggar Agustina Cindya Putri; Siska Hadiyanti; Andriya Risdwiyanto; Sabilla Saberina. "Pengaruh Kepercayaan Konsumen dan Harga Produk yang Dimediasi e-WOM terhadap Keputusan Pembelian di Platform Shopee." JURNAL EKONOMI MANAJEMEN AKUNTANSI 31, no. 2 (2025).

Ninggar Agustina Cindya Putri, et al. (2025) 'Pengaruh Kepercayaan Konsumen dan Harga Produk yang Dimediasi e-WOM terhadap Keputusan Pembelian di Platform Shopee', JURNAL EKONOMI MANAJEMEN AKUNTANSI, 31(2). doi: 10.59725/ema.v31i2.388.

Ninggar Agustina Cindya Putri; Siska Hadiyanti; Andriya Risdwiyanto; Sabilla Saberina. Pengaruh Kepercayaan Konsumen dan Harga Produk yang Dimediasi e-WOM terhadap Keputusan Pembelian di Platform Shopee. JURNAL EKONOMI MANAJEMEN AKUNTANSI. 2025;31(2).

Artikel Terkait

Pengaruh Profitabilitas, Leverage, dan Sales Growth terhadap Tax Avoidance

Luh Nadi; Michell Silvia

Analisis Kinerja Keuangan PT GoTo Gojek Tokopedia Tbk Berdasarkan Net Profit Margin, ROA, dan ROE Periode 2019–2023

Cut Risma Fandira; Zuraidah Zuraidah; Rusnaidi Rusnaidi

Sikap Keuangan Memediasi Pengaruh Literasi Keuangan dan Self-Control Terhadap Perilaku Pengelolaan Keuangan

Amanda Septia Ningsih; Ma'rufatur Rodhiyah

Pengaruh Penempatan Kerja, terhadap Kinerja Pegawai dengan Kompetensi Sebagai Variabel Intervening : Studi pada Dinas Pemuda Olahraga dan Pariwisata Daerah Kabupaten Morowali

Muh Agus; Mohammad Ega Nugraha

Pengaruh Resiko Kredit terhadap Profitabilitas dengan likuiditas sebagai Mediasi

Rizky Fitroh Hamdani; Irma Indira

Pengakuan dan Pengukuran Aset Dana Bergulir pada BUM Desa Bersama: Antara Regulasi dan Praktik

Tri Nurhayati; Eliada Herwiyanti; Laeli Budiarti
Tren Sitasi Jurnal