Trust in the Digital Era: Analysis of the Influence of Reputation and e-WOM on Fashion Purchasing Decisions on Shopee
DOI:
https://doi.org/10.30737/risk.v6i1.6353Keywords:
Electronic Word of Mouth , Trust, Purchase Decisions , ReputationAbstract
This study aims to analyze the influence of reputation and electronic word of mouth on purchasing decisions for fashion products on Shopee, by considering the role of consumer trust as an intervening variable. Respondents involved in this study were 105 Shopee consumers who had purchased fashion products. The method used in this study is Structural Equation Modeling (SEM) with the help of Smart PLS software to test the influence between variables. The results of the study indicate that reputation does not affect consumer trust, and reputation does not affect purchasing decisions either directly or through consumer trust as an intervening variable. However, electronic word of mouth is proven to have a significant influence on purchasing decisions and electronic word of mouth has a significant influence on purchasing decisions through consumer trust. These findings provide insight into the importance of eWOM in influencing purchasing decisions on e-commerce platforms, and show that reputation does not play a major role in influencing trust and purchasing decisions on the Shopee platform in fashion products.
References
Aminudin, A. (2022). Pengaruh Gaya Hidup Berbelanja Dan Ketertarikan Fashion Terhadap Pembelian Impulsif Produk Fashion Online Shop. J-CEKI : Jurnal Cendekia Ilmiah, 1(6), 726–731.
Apriastuti, N. M. D., Anggraini, N. P. N., & Ribek, P. K. (2016). Pengaruh Brand Awareness Dan Electronic Word of Mouth (Ewom) Terhadap Keputusan Pembelian Di Situs Belanja Online Shopee Di Kota Denpasar. Jurnal Emas, 2(1), 51–70.
Aryska, M. (Metha), & Kasmirudin, K. (Kasmirudin). (2017). Pengaruh Reputasi Perusahaan Dan Kualitas Pelayanan Terhadap Kepuasan Pasien (Kasus Rumah Sakit Islam Ibnu Sina Pekanbaru). Jurnal Online Mahasiswa Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Riau, 4(1), 1–15. https://www.neliti.com/id/publications/123831/
Chen, Y., & Chang, C. (2021). No Titl. Corporate Reputation and Consumer Behavior in E-Commerce: The Moderating Role of Price and Promotion. Asia Pacific Journal of Marketing and Logistics, 33(4), 982-997.
Dewi, A. F., Nawangsih, & Sulistyani, R. B. (2020). Pengaruh Electronics Word of Mouth dan Kepercayaan terhadap Keputusan Pembelian Produk Fashion di Shopee pada Kalangan Masyarakat Lumajang. Journal of Organization and Business Management E-ISSN : 2715-5579, 2(4), 222–229.
Donavan, T., Minor, M. S., & Mowen, J. (2016). Consumer behavior. Chicago Business Press.
Eneizan, B., Alsaad, A., Alkhawaldeh, A., Rawash, H. N., & Enaizan, O. (2020). No Tit. E-WOM, Trust, Usefulness, Ease of Use, and Online Shopping via Websites: The Moderating Role of Online Shopping Experience. Journal of Theoretical and Applied Information Technology, 98(13), 2554–2565.
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM Scale: word-of-mouth measurement scale for e-services context. Canadian Journal of Administrative Sciences / Revue Canadienne Des Sciences de l’Administration, 27(1), 5–23. https://doi.org/10.1002/CJAS.129
Hair Jr., J. F., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107. https://doi.org/10.1504/ijmda.2017.10008574
Hennig-thurau, T. (2004). ‘Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?’, Journal of Interactive Marketing, 18(1), Pp. 38-52. Doi: 10.1002/Dir.10073.
Herbig, Paul., Jhon, Milewicz., & J. (1994). No Title. A Model of Reputation Building and Destruction.Journal of Business Research. Vol. 31.
Kotler, Philip, & Keller, K. L. (2016). No. Arketing Mangement. In Pearson Edition Limited.
Majid, A. A. Al, & Sumadi. (2022). Pengaruh Electronic Word of Mouth dan Brand Image terhadap Sikap dan Minat Beli Konsumen Pakaian Pada E-Commerce di Yogyakarta. Jurnal Mahasiswa Bisnis & Manajemen, 01(03), 24–38.
Nur, D. S., & Octavia, A. (2022). Pengaruh Electronic Word of Mouth Terhadap Keputusan Pembelian Dengan Kepercayaan Konsumen Sebagai Mediasi Pada Marketplace Shopee Di Kota Jambi. Jurnal Manajemen Terapan Dan Keuangan, 11(2), 387–399. https://doi.org/10.22437/jmk.v11i2.17960
Nurlaela Anwar, R. (2018). Pengaruh Kepercayaan Dan Media Sosial Terhadap Keputusan Pembelian Konsumen E-Commerce Fashion Muslim Hijup Di Jakarta. Jurnal Manajemen Bisnis Krisnadwipayana, 6(1), 75–85. https://doi.org/10.35137/jmbk.v6i1.169
Prasad, S., Gupta, I. C., & Totala, N. K. (2017). N. Social Media Usage, Electronic Word of Mouth and Purchase-Decision Involvement. In Asia-Pacific Journal of Business Administration(Vol. 9, Issue 2). Https://Doi.Org/10.1108/APJBA-06-2016-0063.
Rahmadi, H., & Malik, D. (2018). Pengaruh Kepercayaan Dan Persepsi Risiko Terhadap Keputusan Pembelian E-Commerce Pada Tokopedia.Com Di Jakarta Pusat. Reformasi Administrasi, 3(1), 126–145. https://doi.org/10.31334/.v3i1.100
Umma, N., & Nabila, R. (2023). No Titl. Pengaruh Online Customer Review, Citra Merek Dan Religiusitas Terhadap Keputusan Pembelian Dengan Kepercayaan Konsumen Sebagai Variabel Intervening (Studi Pada Pengguna Marketplace Shopee Generasi Z). IQTISHADIA Jurnal Ekonomi & Perbankan Syariah, 10(1), .
Virgo Simamora, C. (2017). Pengaruh Reputasi Perusahaan Terhadap Keputusan Pembelian Dengan Kepercayaan Konsumen Sebagai Variabel Intervening (Studi Kasus Pada Konsumen Air Minum Dalam Kemasan Galon Merek AQUA Di Kecamatan Tanjung Priok Jakarta Utara).
Zalni, Z. R., & Abror. (2019). Pengaruh Reputasi , Electronic Word of Mouth dan Web Quality Terhadap Kepercayaan Pelanggan Shopee di Kota Padang. Jurnal Kajian Manajemen Dan Wirausaha, 01(2), 97–107.
Published
Issue
Section
License
Copyright (c) 2025 Eka Suwardani, Wisnu Mahendri
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with RISK : Jurnal Riset Bisnis dan Ekonomi agree to the following terms:
1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
2. Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
Deprecated: json_decode(): Passing null to parameter #1 ($json) of type string is deprecated in /home/ojs.unik-kediri.ac.id/public_html/plugins/generic/citations/CitationsPlugin.php on line 68
