Cahyani, Intan Dwi (2026) Pengaruh Product Variety dan Online Customer Review terhadap Purchase Intention dengan Shopping Enjoyment sebagai Variabel Intervening (Studi Produk Hanasui di Shopee pada Generasi Z di Surabaya). Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
This study aims to examine the effect of Product Variety and Online Customer Review on Purchase Intention with Shopping Enjoyment as an intervening variable. This research uses associative research with a quantitative approach. The sampling was conducted using a non-probability sampling method through purposive sampling with a total of 156 respondents, covering Generation Z aged 13–28 years who reside in Surabaya, actively use the Shopee application, and know or have seen Hanasui products. The data were obtained through online questionnaire distribution and analyzed using the Parsial Least Squares–Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4.0 software. The research results show: (1) Product Variety has a positive and significant effect on Purchase Intention with path coefficients of 0.300, t-statistic of 3.851, and p-value of 0.000; (2) Online Customer Review has a positive and significant effect on Purchase Intention with path coefficients of 0.275, t-statistic of 3.897, and p-value of 0.000; (3) Product Variety has a positive and significant effect on Shopping Enjoyment with path coefficients of 0.598, t-statistic of 14.243, and p-value of 0.000; (4) Online Customer Review has a positive and significant effect on Shopping Enjoyment with path coefficients of 0.419, t-statistic of 8.388, and p-value of 0.000; (5) Shopping Enjoyment has a positive and significant effect on Purchase Intention with path coefficients of 0.348, t-statistic of 4.135, and p-value of 0.000; (6) Shopping Enjoyment is able to positively and significantly mediate the effect of Product Variety on Purchase Intention with an indirect effect value of 0.208, t-statistic of 3.895, and p-value of 0.000; and (7) Shopping Enjoyment is able to positively and significantly mediate the effect of Online Customer Review on Purchase Intention with an indirect effect value of 0.146, t-statistic of 3.539, and p-value of 0.000.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Intan Dwi Cahyani | ||||||||
| Date Deposited: | 11 May 2026 04:31 | ||||||||
| Last Modified: | 11 May 2026 04:31 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/51678 |
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