Pengaruh E-WOM Dan Online Customer Review Pada Platform Shopee Terhadap Niat Beli Online Produk Sepatu Aero Street Pada Mahasiswa Universitas Negeri Padang Dengan Trust Sebagai Variabel Mediasi
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Abstract
E-commerce telah menjadi salah satu pilar utama aktivitas pembelian konsumen, didorong oleh kemudahan akses, variasi produk yang luas, dan kenyamanan yang ditawarkan. Pertumbuhan e-commerce menunjukkan tren yang sangat signifikan, didorong oleh meningkatnya penetrasi internet dan adopsi teknologi digital di kalangan masyarakat, terutama generasi muda. Penelitian ini menganalisis peran mediasi Kepercayaan (Trust) pada pengaruh Electronic Word of Mouth (E-WOM) dan Online Customer Review (OCR) terhadap Niat Beli sepatu Aero Street di Shopee pada mahasiswa Universitas Negeri Padang. Pendekatan kuantitatif-kausal dengan survei eksplanatif digunakan, melibatkan 200 mahasiswa aktif yang belum membeli namun pernah melihat ulasan produk. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4.0. Temuan menunjukkan E-WOM dan OCR berpengaruh positif signifikan terhadap Kepercayaan, dan Kepercayaan berpengaruh positif signifikan terhadap Niat Beli. Sebaliknya, pengaruh langsung E-WOM dan OCR terhadap Niat Beli tidak signifikan. Kepercayaan terbukti memediasi penuh hubungan tersebut, mengindikasikan bahwa informasi digital harus membangun keyakinan calon pembeli potensial sebelum mendorong niat transaksi.
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