Fitri, Amelia Cahya Syah (2026) PENGARUH ONLINE CUSTOMER REVIEW, RATING, DAN PRICE PERCEPTION TERHADAP REPURCHASE INTENTION DENGAN CUSTOMER TRUST SEBAGAI VARIABEL MEDIASI PADA PRODUK FASHION DI SHOPEE (Studi pada Generasi Z Surabaya). Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
The rapid growth of e-commerce in Indonesia has intensified competition among platforms, with Shopee remaining the market leader. In this competitive landscape, encouraging consumers to make repeat purchases has become a key challenge for businesses. This study aims to examine the effect of online customer review, rating, and price perception on repurchase intention, with customer trust as a mediating variable on fashion products in Shopee among Generation Z in Surabaya. This study adopts an associative quantitative research design with a total of 150 respondents consisting of Generation Z individuals in Surabaya who have made at least two purchases of fashion products on Shopee. Samples were selected using purposive sampling under a non-probability sampling approach. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS) with SmartPLS software. The findings indicate that online customer review and rating have a positive and significant effect on customer trust, while price perception does not significantly affect customer trust. All three independent variables, online customer review, rating, and price perception have a positive and significant effect on repurchase intention. Customer trust also positively and significantly influences repurchase intention. Regarding the mediation effect, customer trust significantly mediates the effect of online customer review and rating on repurchase intention, but does not significantly mediate the effect of price perception on repurchase intention. This research strengthens the understanding of how peer-generated information shapes consumer trust and drives repeat purchases on e-commerce platforms, and contributes to the literature on digital consumer behavior among Generation Z.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | amelia csf cahya | ||||||||
| Date Deposited: | 25 May 2026 08:08 | ||||||||
| Last Modified: | 25 May 2026 08:20 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52507 |
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